Lush SWOT Analysis, USP & Competitors

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SWOT Analysis of Lush with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lush

Parent Company

Lush Retail Ltd.

Category

Retail

Sector

Cosmetics

Tagline/ Slogan

Fresh handmade cosmetics

USP

Fresh Products with no preservatives

STP

Segment

Women cosmetics

Target Group

Women  inclined towards vegan lifestyle

Positioning

Happy people making happy soap

SWOT Analysis

Strengths

1. The packaging expenses are kept at minimum which are the largest part in a cosmetic industry

2. The expenses spend on marketing operations was also limited

3. Chain of more than 800+ stores across 50 countries

4. Lush developed an highly distinctive retail format an interior that resembled as much a delicatessen as a traditional retail shop

5. Customers had the liberty to serve themselves in the stores

6. A new retail format was introduced called B Never Too Busy To Be Beautiful, it focussed on more upscale range of cosmetics

7. Lush gives back to the society with strong CSR campaigns

Animals are not used for testing purposes

Weaknesses

1. Advertising is not very attractive and efficient compared to global players

2. High prices of the products makes them not affordable to the lower class

3. Pure products always have the issue of keeping them in the fridge

4. Not many people are familiar with Lush as a brand name

Opportunities

1. Growing passion for fresh and healthy products for the skin and the body

2. Increasing the rate of store numbers leads to increase in the number of customers visiting the shops

3. The world is looking to go green so it gives Lush opportunity to create new industry

Threats

1. Customers might choose conventional over responsible products, mainly because of ease of use

2. Availability of cheaper products

Competition

Competitors

1. The Procter & Gamble Company

2. Mark

3. Johnson & Johnson

 

The table above concludes the Lush SWOT analysis along with its marketing strategy and brand parameters.

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