LUSH

TABLE OF CONTENTS:

INTRO
B’s INTRO section features emotional brand messages from Lush, a cosmetic company known for its scents, colors and natural ingredients.

INTO THE MARKET
B then turned its attention to having a closer look at Lush.

NATURAL COSMETIC BRANDS
B had a look at a collection of cosmetic brands that have a naturalist concept and blend eco-friendly ingredients into their products. The items were selected under the criteria of price range and package design, and B has attempted to discover how different they are from one another, and how Lush is making a name for itself among numerous other brand products.

LUSH FOR HOTEL AMENITIES
As Lush products are used as amenities by a number of hotel chains, B had a look at other cosmetic brands that are used as amenities for comparison.

INTERVIEW 01
Yena Kang is a celebrity ballerina in Korea and has extensive experience traveling around the world. After a long day, she takes pleasure in having a hot bath with Lush products.

COMMENTS AND VIDEO CLIPS ON LUSH
This section is filled with a collection of diverse comments and video clips that are found with the key word “Lush.”

FROM THE CULTURE
The way the UK brand Lush interacts with its customers in its stores is similar to that of shop owners in food markets in the UK. The staff members of B toured around food markets and commercial districts in the UK to get a feel for the vibe of the places, the very same places that have inspired Lush throughout its history.

SPACE – INNER SPACE
For Lush, unlike any other brand, what’s seen in its stores is everything about the cosmetic brand. B had a chance to discover every fun aspect of the cosmetic brand in its stores and peer into its products, each of which was making a name for itself with sensory branding.

INTERVIEW 02
This interviewee was enjoying his Lush products in his own way, and commented that the toiletries he uses every morning should not be boring.

OBSERVATION OF CUSTOMERS
To find out what Lush customers have in common, two of B＊s photographers spent some time together in front of two different Lush stores.

FRESHENING UP WITH FIVE POUNDS
Along with Lush’s signature item, the five-pound Ballistic, B lined up a number of refreshment items available in the UK for less than five pounds.

INTERVIEW 03
This homemaker and a mother of a five-year-old daughter enjoys her time in the bath with her daughter, having Lush products to wash off the fatigue from a hard day of work.

BRAND TO BRAND
B had a closer look at Lush customers’ preferences by finding out what other cosmetic brands they use.

B’s CUT
Lush uses fresh ingredients to make its cosmetic products. Some of the products are so fresh that they even seem to urge customers to taste them. B wanted to take a closer look at the freshness of Lush.

BRAND STORY
B wanted to know more about unknown stories behind the cosmetic company. It got its start in the UK in 1994, but unlike other beauty product brands revolving around the concept of naturalism, Lush has its own special stories, as it does not hesitate to use bold colors and strong scents, while also championing ethical causes to resolve various social problems.

SYMBOL
B had a close look at Lush from different angles, and came up with eight keywords to summarize the brand messages of the company’s beauty products.

OUTRO
After reading up on this issue, all the staff members at B hope readers can find opportunities to take advantage of Lush products in their everyday lives to thoroughly understand Lush as a brand with B in their hands’