Ad Campaign

Mhari McGhee
Goal

● To market Lush as a brand for older women

Facts
● The beauty industry is extremely competitive and has high brand loyalty

● Quality of ingredients is increasingly an important factor

● Most cosmetic brands place their products in general retail outlets, only a few

brands are sold in their own store

● As women age, cosmetics are less about style and more about maintenance

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

online
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, and

Neutrogena.
Strategy

● Position Lush as the healthier brand for maturing women

(ages 40-54)
Tactics

● Emphasize that products will help preserve skin

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

● Portray the brand as healthier than top competitors

● Highlight that Lush is proud of physical uniqueness amongst women of

all ages
Tagline
● For a Natural You.
O, The Oprah Magazine
 I taught my daughter to take
care of her skin, and she taught
me about Lush.

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O, The Oprah Magazine Copy
Since Lush™ began in 1999, women have been trusting our signature handmade
products to boost their skin’s natural glow. Lush™ makes it a top priority to use
only the purest vegetarian ingredients, free of parabens and preservatives, to keep
your skin healthy and nourished. We offer over 50 unique products that are
guaranteed to revitalize your skin, for a difference you can feel. Unleash your skin’s
youthful radiance with Lush™.

Shop on Lushusa.com or find one of our 800+ locations near you.

Better Homes & Gardens
 They’re not wrinkles, they’re
laughter lines.

Embrace the woman you’ve become.

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Better Homes & Gardens Copy
The first step to loving your natural skin starts with Lush™. Our innovative,
handmade products work to actively boost your skin’s radiancy, for all skin types.
We offer a wide range of deep-cleansing products, including soaps, moisturizers, face
masks, and many more. Lush™ products are made with the freshest ingredients that
work to revitalize your skin, allowing you to put your best face forward. For ageless
skin that is full of life, choose Lush™.

Find us online or at one of our 800+ Lush™ stores.

Women’s Health
 A healthy lifestyle begins with healthy skin care.

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Women’s Health Copy
For the healthiest skin care brand, trust Lush™. Our scientifically-advanced
products are free of parabens and preservatives, while being rich in minerals and
nutrients, keeping your skin visibly more vibrant. We pride ourselves on being
environmentally conscious; we use 100% vegetarian ingredients and we never test
on animals. To feel the difference that organic makes, try Lush™.

Located online and at your local Lush™ store.