CASE STUDY: 2
A LUSH TREAT FOR THE SENSES
A visit to the Lush store is pure indulgence for the senses, and that’s exactly what the store and its
planners want its customers to expect, feel, and remember—a rich experience that leaves the senses
and the mind invigorated. Lush manufactures a range of cosmetics including soaps, bathing foams,
bath oils, creams, moisturizers, massage bars, cleansers, makeup, perfumes, and deodorants. The
company was established in 1994 in Poole, in the United Kingdom, to provide cosmetics that are
fresh, natural, and fun. Today, Lush has 130 shops in 50 countries around the world and firmly
adheres to its original philosophy. Lush was ranked as the fourth-best company in the United
Kingdom for Customer Experience Excellence in 2014, while its closest competitor Body Shop was
in 38th place.
Lush is passionate about being fresh and organic, and this passion drives the company. Their
products are made of the freshest organic fruits and vegetables, the finest essential oils, and safe
synthesis. Their goal is clear and simple: they want to offer the freshest products ever. This
commitment attracts the natural customer community and plays a vital role in how the company is
perceived by its target customers. The company’s appeal is further bolstered by a no-animal testing
policy, environmentally friendly packaging and labelling, helpful and friendly staff, and a unique
store design and ambiance.
The Lush experience starts even before one enters the shop. The exotic, natural fragrances of
Lush products can be taken in from a distance, and shoppers are naturally drawn to the store. Once
