girlfriendonomy final
DESCRIPTION
Final draft of your book -TRANSCRIPT
Natasha Sajnani
Natasha Sajnani ©2011 - 2012
BA (HONS) Fashion Public RelationsYear 3 - Final Project
University of ArtsLondon College of Fashion
Dalliance is defined as a love affair- that’s how we work with brands. We rescue them when they fall, passionately push them in the right direction and enlighten people with the exciting and unique qualities each brand has to offer, giving it the ‘Happily Ever After’ it deserves…
Dalliance PR delivers high impact campaigns exclusively focusing on clients across the fashion and beauty sector. Through a dynamic approach, creative thinking, and a passion for success, We reposition each brand in a new, brighter light, enrapturing the right audience, at the right moment.
LUSH is an innovative, fresh and quirky British cosmetics company that are unique for being handmade; developing products that are suitable for
vegetarians and vegans. They do not subscribe to animal test-
ing for any of its products and neither are they associated with any supplier engaged in animal
testing. Their gorgeous stores are decorated in the style of a delicatessen, giv-
ing each product a best-before date meaning LUSH products are
uniquely fresh- when they reach the customer; they are literally weeks,
days or even just hours old. No product is more than 6 months old. LUSH also use sensory stimulation as a promotional technique to entice customers into the wonderful aro-
matic world of handmade cosmetics.
LUSH embraces the re-sponsible treatment of the environment by educating the world with their core
values by using quirky names for their products such as, ‘sex bomb’, ‘lust’ and the ‘hottie’s massage
bar’.
Ultimate Beauty Delicatessen
He decided that there was a need for a new image; the
name ‘LUSH’ was selected in a customer contest. LUSH prefers to make products in big kitch-ens instead of using industrial machines, this philosophy also works out to be more energy efficient. LUSH like to pro-duce cosmetics with a human
personalized touch.
Marc Constantine, Founder of LUSH Cosmetics has always been a fan of the
environment. He started the company in 1995 after his
first company cosmetics-to-go declared bankruptcy.
60% of everything LUSH make will
contain at least one organic ingredient
included.
LUSH actively engage staff and customers to raise awareness, they also choose campaign issues that other companies are too afraid
to tackle. 100% of the proceeds of their permanent charity product,
‘Charity Pot’ are donated. LUSH support small causes that are harder
to raise funds for; not just widely published charities that merely offer
them good PR.
Ultimate Beauty Delicatessen
Lush Top Five
Lush Top Five
1. F.R.E.S.H!!Each product they sell has a sticker with the date the prod-uct was made, the name of the person who made it, and the recommended use-by date
2. Low or No PackagingLUSH makes solid shampoo, massage bars, and bubble bath bars that can be sold “naked”, or free of wasteful plastic packaging.
3. In-Store Recycling ProgramIf you bring back 5 of LUSH’s black pots (the containers they use for lotions, creams, masks and some other prod-ucts) to the store, you can get a free fresh face mask!
4. No Animal TestingNot only does LUSH perform no animal testing, they make sure that the ingredients they source were also not tested on animals. All of their products are vegetarian (and many are vegan!), and they also work with many charities that help animals.
5. Key ValuesLUSH s key values are consistent and don’t just change with fashions
LUSH Fresh Handmade Cosmetics craft lavish skin and hair products that are distinguished for their quirky names and enchanting scents. Not only do the wonderful aromas captivate the senses, Lush are committed to being animal and eco-friendly.
Lush Top Five
Competitors
In the 1990’s The Body Shop bought out the rights to some of the early formulas of creative genius behind Lush cosmetics, Marc Constantine. In an interview in the TIMES magazine, he mentioned that they “hold the same ideals as Body Shop, but we’ve done it without all the plastic bottles,”
The Body Shop is the original, natural and ethical beauty brand. Founded in 1976 in Brighton, The Company has always set its values straight. “Business should be about public good, not private greed”(Anita Roddick) they have upheld their reputation as a brand that follows 5 core values: Support Community Trade, Defend Human Rights, Against Animal Testing, Activate Self-Esteem, and Protect Our Planet.
Similar to LUSH, they have the same idea of using natu-ral ingredients to “enhance natural beauty”
Presently, the body shop has 2400 stores in 61 countries and is the second largest cosmetic franchise in the worldIt has a range of over 1200 naturally inspired ethically produced beauty and cosmetics products targeted at differ-ent female and male age groups
The Body Shop’s Unique Selling Point is the Quality of their products.
Competitors
Competitors
Soap And Glory do not have the same ethical beliefs as LUSH but are very similar as they both target a younger audience and have some of the most innova-tive creations and quirky names in the cosmetics indus-try. Marcia Kilgore was the brain behind FitFlops and Bliss Spas before creating Soap & Glory- a fun and flirty beauty range.
‘At Soap & Glory we believe you don’t have to spend an arm and a leg just to moisturize one’ they have just had the bestselling lip plumper in the UK Sexy Mother™ Pucker- they are determined to prove that you don’t have to be bankrupt to be beautiful.
Their USP: AFFORDABLE, QUIRKY AND FUN!
Bare Escentuals specialize in mineral-based cosmetics.
Their central idea is to represent love, understanding and community.
They believe in creating make up that is not only flatter-ing, but also good for your skin.
They also develop and market products under its i.d. bar-eMinerals, i.d., RareMinerals brand.
Their USP: The Foundation that Started the Makeup Revolution- they are known as THE mineral make-up brand.
Competitors
Inexpensive, feminine treats.
Women still want to look good, even when money is tight and a
lipstick is a lot cheaper than designer shoes.
With consumers facing depress-ing news of record unemploy-ment, falling house prices and
insurmountable debt levels on a daily basis, the need for escapism via pampering has never been
greater.
Spending on per-sonal care and toiletries products reached £13.3 billion in 2009, rep-resenting a per capita
spend of £216.
A Mintel report proved that it is a growing
trend amongst society to take on healthier
options both to benefit the environment and
themselves.
Emerging TrendsEmerging Trends
Statistics froma min-tel report proved that More than 16 million people (42%) claim to be interested in biode-gradable packaging,
According to Mintel: “De-spite an overall rise in the number of new launches, the soap, bath and shower category accounts for a de-clining share of beauty and personal care launches. The
sector lacks excitement and is failing to engage consumers
at the point of purchase with its new launches.”
Anti packaging is a new growing trend,
where LUSH is already ahead of the
game…
Our Findings
We conducted 2 surveys (30 participants each) One was to
gather information from women of age 19-40 and the other was to see how LUSH’s current cli-ents see the brand and why they
like it, Below are some of our interesting finds:
LUSH’s major clients range from the age of 19-40. Most of them are
female.
Even though 86% have heard of LUSH, over half of them
have not purchased Lush products.
23% purchased a LUSH product for a gift rather than for
personal use.
Astonishingly, 78% of cur-rent clients said they were only aware of the ethical campaigns lush engage in after they started us-ing the product. (Most said they were attracted to
the store because of the prod-ucts but were initially not aware of the brands ethical
values.
Our Findings
Unique Smelling Point
What separates LUSH from any other cosmetics company is their unique and prominent smell. LUSH is recognized for the strong aromas that each store creates.
However, our research showed that over 85% of women felt lush’s scents were overpowering and this was seen as a flaw. As a result, Dalliance PR conducted a blind test using 3 soaps from their competitors: The Body Shop, Soap and Glory and Radox. Our results proved LUSH to exude the most prominent, enticing and pleasant scent by 78%.
Unique Smelling Point
The beginning of 2011 proved to be a difficult pe-riod for LUSH as they were forced to close down their website due to a security breach with hackers stealing customer’s card details. This web hacking crisis has cre-ated a threat for the future of the company.
“We understand that confi-dence in us has taken a hit and we have also lost busi-ness as a result of closing our website, but we were determined to be open and transparent about this.”
- LUSH Cosmetics
Dalliance decided to tackle this problem focusing on one central idea:
“”
trust
Brand Perception
Our results show that LUSH is being represented in the wrong light and need to be rescued by Dalliance PR to restore their reputation
We also found that:
were unaware of LUSH’s new revamped store.
believe that LUSH’s main clients are teenagers.
…and …
of women were mesmerized by the store, but too worried to go in as it seen as more of a ‘teenage’ brand.
55%8 2%
6 4%We then asked current lush customers to define the brand using 3 words from a list of 8.
These included: quirky, intimate, sensual, fun, eco friendly, fresh, mature and natural. The results were: ‘Quirky’, ‘Fun’ and ‘Eco- Friendly’. We then asked them how they would like to see the brand in the future, providing them with the same list of words, and found that: ‘Intimate’, ‘Fresh’ and ‘Eco-Friendly’ were the top 3 picks. Upon analyzing these results, it shows that there is a demand in the market for something a little more personal, that the brand can easily relate to, but also main-tain as a natural and eco- friendly brand.
Brand Perception
The Glitch
The recent web-hacking crisis that LUSH was involved in provoked Dalliance PR to conduct an in-depth study to determine the underlying reason to the lack of success for the brand. Dalliance believe that we can help LUSH reach their full potential through conducting a strategic and comprehensive PR campaign.
Dalliance PR have uncovered LUSH’s main problem.
Lush currently focus their PR and Marketing tactics to target teenagers, our survey results show that 90% clients, however, are women aged 19-40.
By targeting older women, LUSH would not only enfranchise a broader base, but would attract a less price- sensitive and more loyal consumer.
1) There is lack of awareness to the refurbishment of the store, a tactic used to try and attract a more mature audi-ence.
2)Although LUSH is a renowned brand, they have been clouded by negative perceptions of having overpowering scents.
3) To prevent LUSH from losing further trust from their clients, they need to engage in a campaign which will em-phasize their company values : trust, honesty and loyalty.
4) Having spoken to LUSH’s consumer, it is clear that amidst the overcrowded and competitive beauty market, LUSH’s self-proclaimed image of ‘natural and organic’ products, is not strong enough to have been conveyed to the consumer.
Dalliance PR have come in to help transform LUSH’s injured reputation, creating a PR vehicle that would build excitement amongst customers, reach new audi-ences, communicate brand values and regain the trust that was lost.
LUSH have always conducted PR campaigns that only reach out to passionate environmental-ists and don’t focus on a broader client base. With the grow-ing number of competitors and LUSH’s recent hit in the trust department, there is a need to respond to these problems with a powerful campaign, as they could potentially lose out on a very lucrative market of women aged 19-40 and could effect the future success of the brand.
The Glitch
Our Vision for Lush
Handmade
Natural
Personal
Sensual Trustworthy
Eco-Friendly
Daring
Innovative
Fresh
Quirky
Our Vision for Lush
The Solution
Dalliance PR will reposition LUSH to the appropriate market, by cleverly emphasizing the brand’s caring and close personal-ity based on one central idea- trust.
In doing this, we must make sure that we do not snub their current loyal customers, hence continuing to maintain the fundamental val-ues being a fresh and natural brand as well as keeping the ambience light and quirky but in a more mature light.
LUSH will also generate awareness on the maturing of the brand.
Dalliance will mend the negative perception of LUSH holding overpowering scents by focusing on the natural and fresh ingredients used, highlighting the refurbishment of the stores to cater to a broader audience.
LUSH will encourage the audience to embrace the idea of trust to set time set aside to connect with the one person that every woman needs in their life- girlfriends!
With our guidance, LUSH will be seen as a brand that connects people together through the use of their eco- friendly products and values.
The Solution
Trust
Friendships Key IngredientsTrust is the core foundation upon which a friendship is built. A supportive ear or help-ing hand can help a woman in many ways. Studies have proven that women who have strong social support tend to be happier and healthier. sharing feelings or just being able to talk to a friend is all it takes to make stress a feeling of connection and well-being.
Maintaining good communication tends to be a problem for many women as demands of work, children or other commitments may take over the time that was previously free to pursue friendships. LUSH realize the impor-tance of having the support of girlfriends and the importance for women to make an effort to develop social support in their lives.
Trust
Girlfriendonomy
The overall campaign will be called ‘Girl-friendonomy’ and will focus on re-creating lost trust in the company as well as mend-ing the brand’s reputation, focusing on a more mature market of 19-40 year old women, while embracing their ethical values.
Girlfriendonomy
Girlfriendonomy Philosophy
Girlfriendonomy will highlight the importance of trusting in friendships and how regular com-munication can be a big stress reliever- as psy-chologists have proven.
The Foundation of friendship is based on trust. Women ‘get it.’ We need our girlfriends, Best friends or even sisters.
LUSH pride on being the reason for brightening moods and bringing relaxation into the lives of many.
brand with personality. brand that is loyal. brand that is caring. brand that is unique.
LUSH acquires all the important qualities in a friend.
After all, Every girl needs one.
A
Girlfriendonomy Philosophy
In order to meet these goals, the ‘Girlfriendonomy’ campaign will need to meet these 6 objectives:
Campaign Objectives
Reposition LUSH by building campaigns that are targeted at the 19-40 female consumers, generating a desire for LUSH products and create an innovative and uplifting platform upon which the brand are able to stand out from their competitors through using strate-gies that highlight one central idea- trust.
Reinforce and embrace lush’s values and promote them in a new, fresh and innovative way that makes them stand out.
Restore their reputation as a responsible, natural and most of all, trustworthy brand.
Promote LUSH’s products as an accessible way to relish in friendships and inspire the target audience to cherish and nurture these relationships, through setting time aside to connect using LUSH products.
Promote LUSH’s products as the having the freshest, most natural ingredients on the market, and initiate a desire for the leading brand in fresh, handmade cosmet-ics.
Raise public interest and awareness about environ-mental issues, and promote LUSH’s core brand values as an ethical and eco-friendly brand, who provide an accessible way in which their consumer can demonstrate their ethical and social responsibility.
Tactic One
A flash mob is an unexpected performance act that is used of entertainment and/or satire purposes. They are com-monly used in means of organizing social media, products and telecommunication campaigns by spreading aware-ness.
A flash mob of women dressed as Cyndi Lauper will gather on South Molton Street, London to sing and dance to ‘Girls just want to have fun’.
The 80s pop icon also recently proved to have no traits of a ‘diva’ by calming a crowd of angry travellers who were stranded at the Buenos Aires Airport on Friday by leading them in a sing-along of her hit songs. As tempers flared over flight cancellations and delays, Cyndi, 57, commandeered an airport microphone and belted out her hit song, ‘Girls Just want To Have Fun.’
LUSH have taken this opportunity to commission Lau-per to serenade on-lookers with a surprise song. To ensure safety, and for added effect lush will create a giant bathtub filled with Lauper’s choice of scent which will be hung above the store where Lauper will enter in the middle of the song and start singing.
This is the first step lush will take to create a buzz and spark interest of women today- stressed and needing something different to look.
This fun and on trend event will spark up media atten-tion which will be featured in various outlets.
Tactic One
Girls Just Wanna… Flash Mob?1st June 2011
FOR IMMEDIATE RELEASE:
6 words, one colorful image- Cyndi Lauper.
The 80’s legend joins LUSH cosmetics as we embark on a new direction to launch their fresh and exciting campaign- GIRL-
FRIENDONOMY.
For 16 years, we have been showering you will bundles of love and affection, and generating public awareness on environmen-
tal issues that we are oh-so-passionate about!
This time, however, were trying something DIFFERENT. With the creative minds at Dalliance PR, we are going to bring
in the summer with some fun, laughter and hopefully some groovy dance moves!
We wont say much more, the rest is left to your imagination.
Bring your girls and a huge smile to South Molton Street on the Wednesday June 1st, 2011 for this once in a lifetime opportunity
to see Cyndi Lauper LIVE.
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Tactic One
Objectives:
This stunt not only appeals to new and exist-ing customers, it will create a buzz amongst the general public. The stunt will get people talking about the brand’s personality and will excite and enthuse them to look forward to LUSH’s next move.
Media angles:
The Daily Mail and Mail Online- this will be a small feature with photographs and You-Tube video of the event.
Stylist will mention LUSH’s launch on their outgoing pages, with a picture of the event.
The sun online will feature images and a small article on the event.
BBC1 radio with Fearne Cotton (weekdays from 10-12.45) on her weekly feature “we love Mondays”- a show which motivates people to be happy on a Monday by introduc-ing exciting events or new movies out in the cinema. Fearne will talk about the LUSH flash mob, explaining the campaign’s motive to bring a smile to peoples faces and make her listeners anticipate LUSH’s upcoming stunts.
TARGET MARKET:
1) General Public/ On Lookers2) Women from the 80’s era
3) Members of the press
Tactic One
Girlfriend and the LUSHious Factory
Tactic Two
LUSH will create a special edition Girlfriendonomy lush bomb, out of 200, 25 will contain a lucky token that will obtain the winner a trip for him/her plus a friend to explore the magical lush factory.
The winners will gather together at the end of the month and will be given a half a day tour of the factory. These lucky winners will then also be given the chance to learn how to make these handmade products using only the fin-est ingredients.
To target social media and generate a buzz online, Lush will hold a challenge to the girlfriend duo’s. This will allow LUSH to interact and engage with the customers online. As they have a big online following, creating this buzz and sense of competition will allow lush to do some-thing they haven’t done before- have someone else create their product. It is very personal and lies on the funda-mental beliefs of LUSH- happy people making happy products. What more could represent this that the love of best friends inventing something together?
The challenge:
A best friend duo to come up with the most unique and alluring product that they have learned from their educa-tional day.
The girlfriends that invent the most innovative scent/ product will get the chance for their picture to be featured on the product (just like all of LUSHs creators) and the product will be sold as a limited edition.
The event will be covered exclusively by Glamour Maga-zine. The winning Girlfriend Duo will get the opportu-nity to be featured in a double page spread, speak about their friendship and it’s importance, speak about the LUSH event as well as a chance to get a make over and photo shoot from the Glamour experts.
Girlfriend and the LUSHious FactoryTactic Two
The LUSH factor- Have you got what it takes?
1st June 2011
FOR IMMEDIATE RELEASE:
LUSH is a company that is all about bringing people closer together. Girlfriendonomy is aimed to reach the hearts of many women, implementing the importance of trust in close relation-
ships.
We are delighted to announce that 25 out of 200 special edition lush bombs will contain a lucky token for someone to win the
chance of a lifetime! The winner and a friend will obtain a half a day tour of the lush factory, learn how products are created us-ing only the freshest and finest ingredients, and that’s not even
the best part.
Lush is holding a challenge to the most creative girlfriend duo’s- to create the most unique and alluring product using the tech-
niques that they have learned from their day!
The winning duo will have their picture featured on the prod-uct AND the product will be sold as a limited edition in stores,
globally!
The event will be covered exclusively by Glamour Magazine, which will feature a double page spread on the best friend duo,
including a photo shoot and glamour make over!
A highly anticipated and coveted event is upon us! Let the game BEGIN!
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Tactic Two
Objectives:
Girlfriendonomy and the LUSHious Factory aims to engage new as well as existing cus-tomers to buy into the LUSH brand through highlighting main campaign idea of bring-ing friends closer together. This tactic aims to encourage the concept of ‘trust’ with LUSH consumers as well as the brand by revealing the truth about how the products are made. This will not only emphasize the use of natural and fresh ingredients in LUSH products, but will re-introduce people to LUSH’s strong values.
Media Angles:
The event will be covered by Glamour Maga-zine and will exclusively feature a double page spread on LUSH’s campaign. A description of what went on, pictures as well as a special page on the winning best friend duo will grace the pages of the magazine. Glamour magazine is the leading women’s lifestyle magazine and in the second half of 2010, the magazine’s circula-tion was 500,591. These figures will be taken as an impression for the approximate number of readers that will see the article.
Stylist – ‘Out Going’- this will be a short re-minder on what’s the challenge is on and how it works, encouraging readers to indulge in this one-in-a-lifetime opportunity.
The Daily Mail and Mail Online- this will be a small feature with photographs and YouTube video of the event.
TARGET MARKET:
1)Women aged 19-402) Best Friend Duos
3) Members of the press
Tactic Two
Tactic Three
LUSH will commission a stunt that will be an interactive way to generate a buzz and familiarize lush amongst the public. Five TFL bus stands across the country will be re-designed by LUSH where the seating arrangement, instead of benches, will be comfortable mint green and gold velvet regal looking chairs to emphasize the importance of being pam-pered like a LUSH princess.
The best part?
While you wait for your bus, a massive Photo booth by the seats will enable people to inject a little fun while waiting. Whether taking a photo with a stranger or your sister, LUSH’s goal for this is to connect people together. The photos will print within seconds, with a LUSH Girlfriendonomy logo to go with it.
The design of the bus stop as well as the photo booth could be a icebreaker/conversation starter where a little curiosity and joy can make two people interact - and eventually be friends. Even it is while waiting for the bus stop.
LUSH is a brand that isn’t scared to take risks, doing something bold is nothing new for them, by interact-ing with the public lush engage in methods to en-hance their mood, they are also grabbing the atten-tion of positive press. These Bus Stands will be located in 5 major cities in the UK:
London, Manchester, Nottingham, Brighton, Bir-mingham
Stop!
Click,
LUSH,
Flash!
Tactic Three
The LUSH factor- Have you got what it takes?
1st June 2011
FOR IMMEDIATE RELEASE:
LUSH is a company that is all about bringing people closer together. Girlfriendonomy is aimed to reach the hearts of many women, implementing the importance of trust in close relation-
ships.
We are delighted to announce that 25 out of 200 special edition lush bombs will contain a lucky token for someone to win the
chance of a lifetime! The winner and a friend will obtain a half a day tour of the lush factory, learn how products are created us-ing only the freshest and finest ingredients, and that’s not even
the best part.
Lush is holding a challenge to the most creative girlfriend duo’s- to create the most unique and alluring product using the tech-
niques that they have learned from their day!
The winning duo will have their picture featured on the prod-uct AND the product will be sold as a limited edition in stores,
globally!
The event will be covered exclusively by Glamour Magazine, which will feature a double page spread on the best friend duo,
including a photo shoot and glamour make over!
A highly anticipated and coveted event is upon us! Let the game BEGIN!
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Picture Perfect- By the BUS STOP! 15th June 2011
FOR IMMEDIATE RELEASE:
How often do you think to yourself, “wow, this is such a waste of time” whilst waiting for the bus to arrive. Lush has not only decided to pamper you whilst you wait by providing the most comfortable, lush chairs (more like thrones!) in the most royal
bus stop, there is also another fun element to get society to unite with one another.
We at lush have decided that we want to see UNITE.
STOP, CLICK, LUSH, FLASH!
Be camera ready in these major cities- London, Manchester,
Nottingham, Brighton and Birmingham- for you’re in for one cheesy surprise.
Five TFL bus stands across the country will be re-designed into
cosy, mint green and gold velvet chairs, beside it will be photo booths that will
Photo booths will be placed by bus stops around these cities,
highlighting the importance of trust and connect with one an-other (even with strangers). It will also give people the opportu-
nity to capture their memories at even the most random mo-ments! Perfect for workaholics and busy mums, it’s the quickest
way to infuse some fun into your daily routine.
A simple way to enhance your day- look out for the most antici-pated bus stops, coming to a city near you!
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Tactic Two
Objectives:
The idea is to enrapture the attention of thousands of people, with one solid method: putting a smile on people’s faces. LUSH is all about seeing and feeling the happiness surround the lives of many, this stunt will hope to generate a positive perception of the Brand as well as highlight it’s strong values.
Media Angles:
Metro - News feature including interview with LUSH employee and more in-depth information on the campaign itself.
Daily mail- small news feature and picture of the stunt with information on the campaign as well as the public’s positive response.
Manchester Evening News- News feature including pictures, information on the campaign and positive reaction from the public.
Birmingham City News- A short feature and inter-view with people waiting for the bus to report the influences.
The Argus- Brighton and Hove’s local newspaper- a long feature, including images of the stunt, a brief his-tory of LUSH and an introduction into the brand new Girlfriendonomy campaign.
The Nottingham post- pictures and short feature on the stunt.
BBC radio 1 – Update from Fearne Cotton (weekdays from 10-12.45) on her weekly feature “we love Mon-days”- a show which motivates people to be happy on a Monday will talk about LUSH’s unique stunts and go more in-depth about the Girlfriendonomy campaign.
TARGET MARKET:
1)Women aged 18-402) Best Friend Duos
3) Members of the press
Tactic Three
TARGET MARKET:
1) General Public
Tactic Three
Tactic Four
LML (Lush.My.Life)LUSH will create a separate blog on their website urging women to come together using social media.
LML will be an easily accessibly Online community where people can “tweet” about their most LUSHious moments.
Fun, Friendly and Flirtatious. LML’s Social net-working feature is easily accessible through a web interface. A separate link on the main LUSH Website will di-rect Girlfriends to a whole new world where friend-ship is at the tip of your fingertips.
The blog will be split into sections:
‘LUSH my life’: An overall introduction into the campaign
BUZZ 2 LUSH : hard to find, difficult to leave and impossi-ble to forget ‘- Discus-sion, tips and advice
on friendship
‘LUSH 4 LIFE’: games and quizzes
LML: people ‘tweet’ about their most LUSHious
moments
RUSH 4 LUSH information on your latest
LUSH products
Tactic Four
.WWW.Wonderful World of Women
15th June 2011
FOR IMMEDIATE RELEASE:
LUSH is proud to announce the new edition to their family- A micro site that helps women tackle
relationship problems (from intimate to friend-ship), provides expert advice, allows them to ‘tweet’
your feelings as well as communicate with others.
This fun, friendly and flirtations community will be known as ‘Lush My Life’ (LML)- to access
this wonderful world of women simply go on the LUSH UK website : www.lush.co.uk and look for that tab that says Lush My Life (LML) or for a
direct link go on www.lush.co.uk/lml
To feel more of the LUSH, or for any further que-ries, contact:
Dalliance PR managerNatasha Sajnani
Tactic Four
Objectives:
The goal for the micro-site is for LUSH to encourage women to engage with each other online by creating a fun, flirty and friendly environment. Enabling women to confess their deepest secrets (emphasizing the concept of ‘trust’ within a community), seek advice or tips and connect and feel like they belong to a community where they are not alone with the every-day problems they face.
Media Angles:
BBC 1’s Fearne Cotton will recommend women to incorporate this method of online communication to relate to other women, understand how to solve problems and most importantly- gain assurance that they are not alone.
LML will be announced in Stylist maga-zine’s Scoop Pages as being the ‘fun, flirty and friendly way of communicating’ to other women- teaching women numerous things- from flirting techniques to product advice to dealing with stress- its an all in one way of creating new friends and letting huge weights off their shoulders.
TARGET MARKET:
1)Women aged 18-402) Members of the press
3) Social media enthusiasts
Tactic Four
Micro-site
LUSHious
Micro-site
In Girls We LushIn Girls We Lush
Tactic Five
A modern day confession booth, located in lush’s flagship store- with one goal in mind: to be the shoulder to lean on. This confession booth will allow people to speak their sorrows, confess what is bothering them and seek advice all ensuring that the information is kept confidential.
LUSH will be flying in Dr. Irene S Levine, a journalist, psychologist and professor at the New York University. Dr Levine is also the genius behind ‘Best Friends Forever- a book that deals with friendship ‘break-ups’ through the use of personal testimonials of thousands of women.
By hiring a specialist who deals with women’s problems ranging from beauty di-lemmas, personal issues as well as relation-ship advice, it will allow woman to feel more confident in confiding in a stranger.
This will give women the opportunity to speak out and let problems or confessions off their chest, emphasizing the importance of being open and learning to trust some-one.
Tactic Five
In Girls We LushIn Girls We Lush
‘In Girls We LUSH’
2nd August 2011
FOR IMMEDIATE RELEASE:
Lush brings you a chance to relieve your problems, a take that weight off your shoulders (and no, were not just talking about our
lavender scented bombs!)
We are giving you the opportunity to confess it all. Ever had a secret you were dying to reveal but just couldn’t? Is something on
your mind? Or do you have a problem you would like to seek advice on? Whatever your need, lush has come to realize that in every person’s life they will face hardship. No matter what the size of
your problem, query or simply if you want to vent- lush are here to help you!
A modern day confession booth will be located in lush’s flagship
store- with one goal in mind: to be the shoulder to lean on.
Lush will be flying in the author of world-renowned book ‘ Best Friends Forever- surviving a break-up with your best friend’ Dr.
Irene S. Levine.
Dr Levine will provide a professional opinion and expert advice in the privacy of the confession booth. This will give women the op-portunity to speak out and let troubles off their chest, emphasizing the importance of being open and learning to trust someone, whilst
ensuring that all information is kept confidential.
YOU deserve to be stress-free. Your thoughts and worries hide away your happiness, so allow LUSH to spark that fire in your
heart and bring you warmth through a clear conscience!
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Tactic Five
Objectives:
For people to be able to trust someone else, they must be able to trust them-selves. A method created to clear people’s conscience, the confession booth will be designed to not only reel people into the store, create a brand awareness as well as awareness on the campaign; it will also allow people to release their inner most painful thoughts, problems, desires creating a subconscious level of trust for the LUSH brand itself.
Media Angles:
Stylist- ‘Out Going’ – information about the stunt and pictures of the con-fession booth.
The guardian online (theguardian.co.uk)- image gallery of people lining up for confession booth, information on the Girlfriendonomy campaign encouraging people to go to the LUSH store to try it out for themselves.
TARGET MARKET:
1)Women aged 19-402) Members of the public
3) People seeking advice/tips3) LUSH existing clients
Tactic Six
To celebrate the Launch of the Girlfriendonomy Campaign - LUSH will host a high-tea event exclusively with female members of the press. This will be held at a private room of the The Met Bar at the Metropolitan hotel in London as they have found a way to add a contemporary twist to this chic british tradition.
LUSH will highlight the importance of trust & communication in friendship and introduce Girlfriendonomy- lush’s new edition to their family. Each female member of the press will be given a plus one to their invite- urging them to bring their best friend.
LUSH will engage in a series of trust games and also introduce the importance of communication in friendship.
One of these activities will also encourage to lend a helping hand as one of LUSH’s core beliefs being making people happy- LUSH will remind people how giving they are and will get each ‘team of girlfriends’ to pack individual care packs which LUSH will go around donating to home-less people (a simple bag that includes basic neces-sities that LUSH could easily provide- shampoo, deodorant, soap etc) this will be a fun game. The aim will for the ‘GF’ team to pack the most amount of ‘goody care packs’ when given a limit of 10 mins. The team with the most packs win.
LUSH will then go around the around the UK donating care packs to the homeless.
LUSH T E AserTactic Six
2nd August 2011
FOR IMMEDIATE RELEASE:
To conclude what has been a long, friendly and feminine journey- LUSH cosmetics would like to exclusively and cor-dially invite female members of the press and one lucky lady you consider your ‘girlfriend’ to an afternoon of pure indul-gence. We would like to present each woman with a token of our appreciation, through showering you with our lush
values.
To celebrate the success of the Girlfriendonomy Campaign, this afternoon high-tea event will be held at the chic and
trendy Met Bar at the Metropolitan Hotel, London.
The afternoon will start off with an introduction and con-clusion into the campaign and will also engage in a series of trust games and introduce the importance of communication
in friendship.
We won’t give away much more (there are lots of surprises in store for you!!) - but here’s a hint: as LUSH love helping those in need, their will be an activity that is guaranteed to make
you feel good about lending a helping hand!
Once again, at LUSH we are all one big family and would like to thank you for all your support and hope that we have brought some bubbles into your lives, fizzed your problems
away and moisturized your dull, dry days.
To feel more of the LUSH, or for any further queries, contact:
Dalliance PR managerNatasha Sajnani
Strictly for women: Lush T E Aseran afternoon of tea, fun and games!
Tactic Six
Objectives:
To promote lush as being the most car-ing and trusting brand in the cosmetics and bath industries. by targeting strictly members of the press it will emphasize LUSH’s encouragement to relish in friendships. By creating a fun and re-laxing day and indulging in delicacies, LUSH hope to create a positive relation-ship and maintain a good reputation amongst the press.
Media Angles:
As this is an event that is strictly cre-ated for the members of press themselves, there is potential of generating a huge amount of publicity.
Ultimately, the goal is that the cam-paign will be featured in at least 80% of the media that attend the event. The in-vitation list will consist of all the major media outlets around the country.
TARGET MARKET:
1) Female members of the press (magazines, newspapers, TV
and Radio)
Total (Approx.) – £133,185
Tactic 1 – Flash Mob
Hire professional dancers – £3,500Costumes- £1,500Cyndi Lauper- £105,000 Cyndi Lauper’s Styling Crew- £5,000Musical equipment (Microphone, speakers, etc) – £4,500
Total: £119,500
Tactic 2 – Girlfriend and the LUSHious Fac-tory
Limited edition LUSH bombs- £ 800 (four pounds for one bomb, 200 bombs in total)25 Tokens inside lush bombs - £ 200Extra ingredients- £600Photographers- £250
Total: £1,850
Tactic 3- Stop! Click, LUSH, Flash!
Photo booth rental- £700Designer to help with bus stop decoration - £500Chairs and props to acces-sorize- £ 800
Total: £2,000
Budget
Total (Approx.) – £133,185
Tactic 4- Micro Site
Website designer -£ 350
Total: £350
Tactic 5 – Confessions
Dr. Levine- £3,000 + paid expenses, approx. £2,00 (including hotel and airfare)Building confession booth- £500
Total: £5,500
Tactic 6- High Tea
Renting of private room- £300High tea per person - £35Tools for lush ‘care packs’- £ 400Photographers- 250
Total: £735
Budget
JUNE 2011June 1- Lush showers South Molton street with colour and happiness as the Girlfriendonomy Campaign kicks off with a bang- Flash Mob. June 2nd - press releases for the campaign have been sent out. June 3rd - pictures of the stunt are sent to newspapers and pictures have been uploaded on the website and facebook page. June 29th - LUSH announces the Girlfriend and the Lushious Factory Challenge on their website.
JULY 2011July 2nd - LUSH stocks up on the Limited edition bath bombs.July 20th -LUSH website announces how many bath bombs have been sold so far.
AUGUST 2011Mid August - All limited edition bath bombs have been sold and messages via facebook and the LUSH website has been sent to all who purchased the item (details of people who purchased the special edition item were noted down.)
SEPTEMBER 2011September 1st- An email reminder of the event is sent out to all winners.September 2nd- Press releases are sent out. Septmeber 13th- Lush order new, fresh ingredient for winnersSeptember 15th- Preparation in the LUSH factory for the event. September 16th- Girlfriend and the LUSHious Fac-tory event takes placeSeptember 20th- Winners of challenge go on glamour photo shoot
OCTOBER 2011October 1st- Glamour Magazine exclusiveOctober 5th- Images of event are uploaded on facebook page, website, twitter and are sent to various media outlets.
NOVEMBER 2011November 1st- Lush announce their next stunt on their facebook page, website and twitter. November 2nd- Press releases are sent about the Stop Click Lush Flash stuntNovember 3rd- design team start to work on the bus stop make-overs after midnight, photo booth is placed in all 5 cities. November 4th- Stop Click LUSH flash is in action. November 6th- images are sent to pressNovember 7th- images are uploaded to LUSH web-site, facebook and twitter. November 30th- Lush dismantle decorations
Calendar
DECEMBER 2011December 3rd- Lush announce the launch of their website- first 100 ‘likes’ on the page receive LUSH goody bag.December 4th- press releases are sent for LUSH MY LIFE- Girlfriendonomy blog December 7th- lush my life launches on the lush website.
JANUARY 2012January 15th- Lush sends press releases of ‘In Lush We Trust’ stunt.
FEBRUARY 2012February 6th - Confession booth is built in the lush store February 7th - Dr. Levine flys in from New York and checks into the hotel.February 8th- Launce of In LUSH we trust February 14th- Valentines special- encouraging people to confess their inner desires, infidelities, heartbreaks etc. February 15th- Dr. Levine leaves, Confession box gets dismantled.February 17th- photos are sent to press
MARCH 2012March 7th - Pictures are updated on Girlfriendonomy blog. March 21st - Summary of images of overall campaign sent to all media outlets
APRIL 2012April 3rd- LUSH send out invites to press for the ‘LUSH-TEAser’ eventApril 29th- LUSH-TEAser event takes place at the metropolitan hotel in London.
MAY 2012May 1st- Press packs are donated to homeless people and photos are uploaded on the websiteMay 4th- Pictures of the event are sent to members of the press along with a thank you note and a summary of the campaign.
May/ June- LUSH uploads all pictures on the girl-friendonomy website and ends the campaign with a video that highlights all the events, stunts and chal-lenges that was commissioned for the campaign. The video will be viral on Youtube.
Calendar
MagazinesGlamour Tel: 020 7499 9080/3517
Alessandra SteinherrBeauty DirectorEmail: [email protected]
Philippa PearneBeauty WriterEmail: [email protected]
Vicki NortonBeauty EditorEmail: [email protected]
GraziaAmy MolloyFeatures WriterEmail: [email protected]: 020 7437 9011
TatlerOlivia FalconHealth and Beauty DirectorEmail: [email protected]: 020 7152 3041
ELLEEmma SmithBeauty DirectorEmail: [email protected]: 020 7150 7000
Harpers BazaarJulia BrenardSenior Fashion AssistantEmail:[email protected]: 020 7439 5000
VogueKelly GilbertBeauty and Health EditorEmail:[email protected]: 020 7499 9080
Marie ClaireZoe RobertsonBeauty Communications DirectorEmail: [email protected]: 020 3148 7481
Woman’s WeeklyCeiri OdriscollJunior Features WriterEmail: [email protected]: 020 3148 5000
The GuardianKira CochraneWomen’s EditorEmail: [email protected]: 020 3353 2000
In StyleLisa DurantBeauty DirectorEmail: [email protected]: 020 3148 7412
Absolute BrightonMaureen Hunter ShineFeatures/DesignEmail: [email protected]: 0845 389 0662
All About SoapLaura MorganActing Features WriterEmail: [email protected]: 020 7150 7148
Media List
StylistJoanna McGarryBeauty DirectorEmail: [email protected]: 020 7611 7900
CosmopolitanKate TurnerBeauty EditorEmail:[email protected]: 020 7439 5416
NewspapersThe Daily MailJulia LawrenceFeatures writer, FemailEmail: [email protected]: 020 7938 6000
Kate MelhuishFashion and Beauty News EditorEmail: [email protected]: 020 7938 6000
Metro UKBel JacobsStyle and Beauty Editor/Acting Features EditorEmail: [email protected]: 020 7651 5286
The SunLauren NaylorOnline Beauty EditorEmail:[email protected]: 020 7782 4000
Nottingham Evening PostClaire CatlowFeatures EditorEmail:[email protected]: 01159 482 000
Manchester Evening NewsDianne BourneDiary EditorEmail: [email protected] Tel: 01612 112 212
Birmingham PostAlison JonesWriter for Living MagazineEmail: [email protected] Tel: 01212 345 028
RadioBBC Radio OneTamsin MorganPublicistEmail: [email protected]: 020 7765 2627
Media List
In The PressIn The Press
In The Press
Cyndi Lauper: Getting her groove on for LUSH cosmetics?
In The Press
