Mhari McGhee

The Creative Brief

1) Project Background

● The beauty industry is extremely competitive and on a rapid upward trajectory

● Quality of ingredients is increasingly an important factor

● A majority of cosmetic brands are sold in retail stores

● As women age, they wear makeup less and cosmetics are less about style and more about

maintenance

● Lush has high brand loyalty and its products are only sold in Lush stores and online

2) Advertising Objective

● Illustrate how Lush products can be used in the home daily rather than a rare personal

treat because using this brand everyday in the home will enrich consumer’s lives.

3) Target Audience

● Currently, the target market for Lush is young professional women ages 20-40, middle to

high incomes, with some college education or a college degree, who care about the

environment, wildlife, social justice, and their health.

● Lush wants to expand the target audience to now include older women, including ages

40-54, middle to high incomes, with some college education or a college degree, who

own a home, have children and/or grandchildren, and want to protect the environment for

the benefit of future generations.

4) Competition

● High end brands that are also known for being organic, such as Glossier and Milk

Makeup.
● High end cosmetic store brands such as Sephora and Ulta.

● Lower end cosmetic brands such as Bath and Body Works, The Body Shop, Revlon, and

Neutrogena.

5) Campaign Goal

● To market Lush as a brand for older women

6) Campaign Strategy

● Position Lush as the healthier brand for maturing women (ages 40-54)

7) Tactics

● Emphasize that the products are healthy and will help preserve skin

● Minimize older womens’ fears about body imperfections (ex. wrinkles)

● Portray the brand as much more organic than top competitors

● Highlight that Lush is proud of physical uniqueness (skin type, facial features, body

shape/size) in women

8) Tagline

● Embrace the woman you’ve become.

9) Magazine Placement

● Women’s Lifestyle Magazines: O The Oprah Magazine, Marie Claire, More

● Women’s Home magazines: Better Homes & Gardens, Woman’s Day, Redbook

● Women’s Health magazines: Women’s Health, Fitbody, Health & Fitness