The visual and verbal language of the brand assist in creating this holistic experience. As a consequence, the company is addressing various ethical challenges in order to differentiate itself from other brands. Change ), You are commenting using your Google account. What makes Lush different is the fresh approach to the way their products are made. This makes customers feel closer to the company and the people who work there – you almost feel as though the item was made just for you. Inventors of the bath bomb and home of bath art. Michael Porter uses 4 strategies that an organisation can choose from. Staff add to this by regularly ‘detonating’ bath bombs and other products in basins throughout Lush stores. These are combined with the finest essential oils and safe synthetics from sustainable suppliers around the world, making the products 100% vegetarian too. Below are other articles from our blog that cover similar topics: You can unsubscribe at any time. The Lush approach to sustainable practices aligns with the market trends of more socially aware consumers that are interested in conservation, sustainability and how our consumerism can effect the world we live in. Create a free website or blog at WordPress.com. Lush’s staff are one of the brand’s greatest assets. Larger stores and moe personalized service. From minimal packaging to protests against animal testing – it has become just as well-known for its charitable endeavours as its use of organic ingredients. Differentiation is more than a strategy or series of strategies – it's a way of thinking about teaching and learning. Where products are packaged in bottles or pots, they each have a sticker on them showing the face and name of the person who made it, as well as the production and use-by date. Whether it’s casual shoppers looking for a fun bath treat, or brand devotees who buy all their cosmetic products there, Lush is a playground that people want to explore. The change in approach to packaging detailed on the Lush website was launched by making a statement in-store. Experts felt that Lush was a cult brand that differentiated itself from other retailers of beauty products due to its innovative products, superior customer service, and unconventional marketing approach. For Lush devotees, until very recently the company ran its Kitchen programme, where customers could buy short-run exclusive or discontinued products. These product items are 100% vegetarian and have vegetables and fruits as its main ingredient like coconut, papaya, rosemary oil, avocado butter, vanilla beans and grapefruit juice. This dual-stance seems to be working though as Lush now has over 675 shops in more than 45 countries, with a worldwide turnover in excess of £215 million. The brand’s differentiation strategies focus on the product, from the quality to the appearance and style. The strengths and weaknesses are obtained from internal organization. This again emphasises the freshness as customers can see exactly when it was made. Again, this can be a major draw for customers who want to make better choices with their buying. Staff don’t need to check these with someone higher up, but are allowed to use their discretion to offer occasional free products to customers who need cheering up, are celebrating a special occasion, who they had a good rapport with and more. Since it first began in 1995, Lush has always prided itself on its ethical principles. Lush Cosmetics is one of the brands that I follow that definitely differentiates against the competition and is one of my favourite stores. Lush has been defined by its customers in three simple words verdant, green and fresh. In my line of work, strategising on how to differentiate against the competition and position our brand is an important focus. Lush had developed an evangelical customer base, which included many celebrities. Lush is always working to use as many natural ingredients as possible in its products, to reduce its environmental impact, to reduce packaging (and make it reusable where it is used) and more. This can be attributed to the fact that more of Lush’s products are perceived to have health benefits, attracting shoppers who would not normally consider shopping at the brand, particularly as we are seeing a blurring of the separation between beauty and wellbeing. http://www.bizcommunity.com/Article/196/457/151534.html, https://www.instagram.com/lushsouthafrica/. They’re incredibly enthusiastic about the company and its products. …..teacher growth in differentiation is not so much about introducing tiered lessons, independent study alternative forms of assessment – or even moving to multi-text adoption. Find out how we use and protect your data in our privacy notice. Staff have a deep knowledge of the products on offer so they can help guide customers to the right items for them, with an explanation of what the ingredients are and what they can do for them. ( Log Out / ( Log Out / Typically shopping for bath products or face cleansers is just a case of trawling aisles and comparing packaging. By Sarah Vizard 1 Apr 2014 Differentiation is a strategy that has the ability to give business organizations a competitive advantage ahead of their rivals. It also makes for a great shareable moment for online as well, which means customers want to capture it. During the launch, all the staff in the store were naked, except for their aprons that had the phrase “Ask me why I am naked” emblazoned across the front. Whereas, the opportunities and threats are generally related from external environment of organization. For this reason, I couldn’t help but put it on our list of differentiation strategy examples. It is a healthcare brand that manufactures several body products using only vegan or vegetarian recipes. Tip: Generic strategies apply to not-for-profit organizations too. The programme is now being revamped, but exclusive products are still available to buy from the website. © Insider Trends 2020. On the other it’s a serious campaigner for major ethical issues, from animal testing to the environment, and it’s not afraid to share these views with customers.