Background• A company making fresh

handmade cosmetics

• The result of a competition that founders Mark and Mo Constantine published in their first handmade newsletter and catalogue

• Produces and sells a variety of handmade products, including soaps, shower gels, shampoos and hair conditioners, bath bombs, bubble bars, face masks, and hand and body lotions for a variety of skin types

• If Lush were to release a campaign with call to action such as ‘Pick one up now, you deserve an indulgence’ which of the three Freudian systems would it be appealing to? Explain with reference to Freudian theory.

• Discuss the difference between actual and ideal self- image, giving examples from the case and from your own experience.

• Do you think Lush customers are consumer innovators? Explain with reference to the case and what you have learned in this chapter. Also consider how an advertising campaign might be different depending on whether it targets consumer innovators or not.

• Which specific brand personality traits does Lush communicate to its customers? Discuss with reference to the case and to the Aaker brand personality framework in this chapter.

Q1-Freudian Theory- Freudian Theory comprises of 3 systems which are:

. The id – Innate needs, primal drives and impulses. Physiological needs such as hunger, thirst and sex.

. The Superego – How the individual expresses society’s codes and morals. Contrasts and balances the id.

. The Ego – The individuals conscious control, essentially the effort to balance the id and superego.

Application of Freudian Theory

‘Pick one up now, you deserve indulgence’- The system of the id is definitely at play with this campaign. The

word indulgence implies letting go and giving in to temptation, appealing to the ids of consumers.

- The system of the super-ego is also present, although less obviously. This is evident through the use of the word deserve. Lush’s products are largely non-essential which inhibits many consumers from purchasing their products as such purchases are societally deemed as extravagant or unnecessary. Deserve however implies to consumers that if they have worked hard enough they have earned the right to indulge and spoil themselves.

- Since both the id and superego are present, this campaign appeals to the superego of consumers.

Q2- 1. difference between actual and ideal self- image

• a number of enduring images of themselves

• tend to buy products and receive services closely correspond to their self-image

• how consumers see themselves

• tell consumers in a more objective way about what they really need and what is more appropriate to them

• From this case, many customers shop at Lush because they love the smells and colors of the products

• helps customers who are interested in becoming involved in campaigns against animal testing or environmental harm

• products that are consumed privately such as household products

Actual self-image

• the ideal and perfect appearance in consumers’ mind

• consumers did not purchase the products really fit them all the time, they chose to make things more close to their ideal condition

• From the case, consumers look for more differentiation and personalization based on ideal self-image

• Consumers would like to show their thought and value through these activities

Ideal self-image

Q3-What is consumer innovator

Characteristics Innovator is likely to

• Definition: the relatively small group (2.5%) of consumers who are the earliest purchasers of a new product.

Lush consumers

• eager to purchase the latest Lush products, even spread to their own blogs, Facebook pages or Twitter accounts.

• environmentally and socially conscious – against animal testing or environmental harm.

• considerable openness & little anxiety when they try new products.

• inner-directed and have need for uniqueness, seeking novel and unusual experiences.

How an advertising campaign might be different

• Innovators are willing to adopt new things – meet their personalities (social and environmental awareness)

• Non-innovators need more time to adopt a new product – traditional approaches to attract this group ( comparison, display, etc)

• Marketers can utilize innovators to affect other 97.5% consumers -- share experiences

- Personality traits that Lush exhibit are:

- Fun and originality

- Small Business Feel

- Socially friendly

- Environmentally friendly

Lush`s Brand Personality

Q4-So Which Brand Personality is Lush?

- Lush therefore exhibit the brand personalities of sincerity and excitement.

– Jacob Darcy, Qiu Hualun, Gong Xiaoling

Questions?