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Creative Marketing Communication

In: Social Issues

Submitted By Gracezhang
Words 3229
Pages 13
MKTG6006
Creative Communications in Marketing
GROUP PROJECT

13 SEPTEMBER 2013

Caryl Monahan | 420095969 | Qihan Xiang (Shelley) | 420172042 | Supawadee Charudilokworrakul (Bell) | 420152619 | Tianwei Zhang (Grace) | 420152354 | Xintong Xu (Carole) | 420097996 |

Table of Contents Introduction 3 Cosmetics and the Environment 3 Lush Fresh Handmade Cosmetics 3 Image 1: Lush’s environmental values 4 Target Audience 4 Table 1: Target segments through lifestyle and attitudinal perspectives 5 Positioning 5 Image 2: Perceptual map, positioning UK skin care brands 5 Competitor Analysis 6 Table 2: Competitor analysis – The Body Shop vs. Lush 7 Communication Objectives 7 Communication Strategies 7 Creative Plan Objectives 9 Implementation 9 Image 3: Superhero logos 10 Social Media 10 Viral Video 10 Image 4: A scene from the “Save the Planet” viral video 11 Post a Picture 12 Facebook Like for Free Sample 12 Online Competition 12 In-store and Loyalty Programs 12 Refill Rewards 12 VIP Points Program 12 Public Relations Activity 13 Flash/Lush Mob 13 Image 5: Example of the Lush Mob – bubble bath in a public fountain 13 Our Recommendations 14 Appendix 17 Target Audience Persona 17

Introduction
This paper explores the growing demands by consumers for environmentally conscious practices as well as natural products from the cosmetic industry. Identified as leaders and competitors in this market in Australia, Lush Fresh Handmade Cosmetics (“Lush”) and The Body Shop are discussed. Their offerings and marketing communications are assessed, with an emphasis on analysis and further recommendations for Lush. Detailed communications objectives, strategies, and campaigns are highlighted.
Cosmetics and the Environment
The cosmetic industry currently faces many

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