Case Study: Lush - The Scent of Success

Born from the ashes of 'Cosmetics to Go', Lush opened its first shop in Poole in 1994 and mushroomed into a chain of more than 130 shops worldwide. The humus for this growth was the interplay the ideas of freshness, nature and fun.

These ideas are the heart and soul of Lush and everything Lush represents. It is through these ideas that the leaders attract like-minded people, staff and clients, and communicate the brand essence and a clear vision and direction.

Contents of full report:

• Integrated Marketing learning points
• Background
• Leadership team
• Global brand
• The Lush experience
• The drive of passion
• 3D Worthwhileness
• Iconoclasm attracts
• Everything belongs together
• Success
• Executive takeaway
• Notes

By Angus Jenkinson, Professor of Integrated Marketing and Branko Sain, Research Fellow in Integrated Marketing, both of the Centre for Integrated Marketing, Luton Business School.

This article was first published on brandrepublic.com