Ch. 7 - Business Marketing

     Lush Cosmetics does not partake in the sending component of business marketing, however their part as the recipient is extremely unique. Lush is a consumer of raw materials. Most of the ingredients used in their products are vegetables, fruits, and the little preservatives used in their products are found in nature. Lush Cosmetics takes a strong stance against animal testing and thus require all of the companies they purchase materials from don't test on animals and are ethically sourced. This has undoubtedly made strides in the cosmetics industry seeing as anyone wanting to do business with Lush has to stop testing their business products on animals and many companies would love to work with Lush seeing as some of their products' shelf life is only three weeks- meaning Lush Cosmetics would create more business than other cosmetic companies.

     Lush Cosmetics has run into some complications since the passing of the legislation entitled "REACH." As discussed in a previous blog post, the REACH legislation of Europe would force chemical companies to test their products on animals. Lush, obviously disturbed by this, released a video that explains its concerns with the legislation and how even though it is intended for good it would be extremely harmful to animals. Lush's relationship with the businesses that allow them to function, made Lush feel inclined to release a statement about the legislation in order to protect the companies they do business with. It's obvious that relationship marketing is not only applied in Lush's retail stores, but also in the meetings with the companies that provides their ingredients. It is also implied that their relationship with the companies Lush purchases their ingredients from is so strong that it has made them launch a political campaign against REACH.

     In addition to boycotting companies that test on animals, Lush also tries to get products from companies that practice fair trading. This has allowed them to create Lushie favorite products such as "Fairtrade Honey Shampoo." It is clear that Lush wishes to set a new standard for the cosmetic industry and is strategically targeting the companies that sell business materials first.