Lush, lacking a marketing team, is still effective in the field of sales promotion. As mentioned in a previous post, Lush has multiple social media accounts for the use of communicating to their loyal customers as well as potential customers. At the end of seasons, Lush will have a huge sale that's usually "buy-one-get-one-free" to sell the out of season products. Lush will conduct consumer sales promotions 2-3 weeks before the actual sale. Lush will use several of their social media profiles to inform the consumers that subscribe to their profiles about the huge sale. They will make statuses as well as release small picture advertisements. Lush, as always, also relies on word-of-mouth advertising because of their huge dedicated fan base (gained from their combination of relationship marketing, advocacy advertising, and code of ethics).
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| Cosmetic Warrior Sample |
Another form of sales promotion Lush practices is sampling. Lush Cosmetics practically throws samples at customers. They will allow you to sample almost all of their products in the store itself or they will even wrap up a small sample for the consumer to take home and try at their own convenience. Lush even goes as far as giving interested consumers facial treatments as well as other demos. I myself have sampled many products before I actually purchased them at Lush. This is a smart sales promotion strategy, especially for Lush Cosmetics, because Lush carries some very strange product lines such as their solid shampoos, toothy tabs, etc. Some consumers might not be willing to buy a product that's different from the norm because of the fear of something new and the possibility of not liking it. Sampling allows the consumers to see which products they like and then have no doubts about purchasing it.
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| Potential Buyers Getting Free Facial and Foot Treatments |
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