How do they make you have a crush on Lush?
Lush has been extremely succesful in the last years. But as the company has been in business since 1995, how come that their success is at its height only now?
The answer is quite simple! Lush is one of the many company that benefited from the expansion of the Internet. This expansion led to doing business online and Lush’s way of doing it is an important factor of its growing success.
Lush will make you blush!
Lush has a strong online presence especially on Twitter. They use it to communicate with their customers daily and they will move heaven and earth to please them!
On their several accounts corresponding to the countries where they are selling their products, the company has the exact same strategy: wait on your hand and foot.
The team actively responds to every query using a friendly language, sounding like you’re having a regular conversation with someone you know. They also use emojis and smileys on either their American, French or UK account. The heart one will definitely make you blush!
Such proximity contributes to the positive image people have of the brand, it can make customers want to buy their products again and Lush knows that!
For this very reason, the brand has exactly the same approach on Instagram. They answer to their comments in a friendly manner without ever forgetting the crucial emoji! However, it is not their only strategy.
They also change their bio according to the time of the year. It appears on the top of their page and is very eye-catching. That way, people are directly aware of new products arrival or limited editions.
“Our #lushvalentines treats are even better when you’ve got someone to share them with.” — Current Lush’s Instagram bio.
The same goes to their feed! According to the time of the year, Lush chooses a specific colour theme that will appear in all their posts to make people aware that they are selling limited products. If you have a look at their Instagram page, you can easily identify colour themes corresponding to Valentine’s day or Christmas.
Finally, a major component of Lush’s strategic online presence is of course their use of YouTube, and not necessarily on their own page.
With the expansion of the Internet, a new kind of influencers appeared, especially in the beauty world. From Zoella to Kylie Jenner, they all have the power to affect your purchase decisions and sometimes even without you noticing. Lush definitely took advantage of that by collaborating with both these famous influencers, and many more!
However, there are different reactions to this kind of collaboration, some people do not like brands offering products to celebrities. Even if it currently seems to benefit the brand, Lush might want to be careful with this strategy!
Lush definitely has good marketing strategies fitting with the area we live in. Their effective and daily online presence is a key factor of the company’s success that they will have to maintain in order to perform well.
