Virtuous cases of marketing ethics: that was the topic of my latest post, which was dedicated to a French brand – Michel et Augustin. Today, I am going to talk about another example of ethical firm, operating in the cosmetics industry: Lush.
Actually, Lush does not like to be defined as an “ethical firm”: companies respecting the environment, including its inhabitants – people and animals - should be considered normal businesses, and not particularly virtuous ones.
This company is not massively advertised, but I am pretty sure that you will easily associate its name with the sweet and inviting scent that comes from its shops.
The perfume is so strong because Lush chose not to package most of its products: the company's slogan is we love it Naked, and its claim is that it is more concentrated on what is inside the package than on the package itself. Moreover, since Lush has a rigorous Green Policy, it prefers avoiding packages in order not to pollute the environment. Lush’s products that cannot avoid being packaged are wrapped up in recycled – and recyclable – materials.
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| Lush's naked products |
Because of its “green philosophy”, the firm patronises suppliers respecting the environment and animals, and operating locally: «we work closely with our transportation providers to source low-impact and ethically responsible fuels for moving materials and finished products around the globe», the company states in its website.
Fresh ingredients form the basis of Lush's production process: the company avoids synthetic alternatives and preservatives, preferring fresh fruits, flowers and vegetables bought in farmers’ markets and flower shops. This guarantees the naturalness of Lush’s products, coherently with its environment-friendly standards. Moreover, its products strictly avoid animal testing.
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| Lush's ethical principles |
The company feels the importance of the truthfulness of its message: «in 2011, we started reporting our environmental performance on an annual basis to ensure that our policy delivers on what it promises», it claims. Lush wants to put in practice the beliefs it claims it has, and it seems to be good at doing that: that is why the founder – Mark Constantine - has been awarded with the Observer Ethical Award 2014 as Best in Business.
The marketing message is honest, transparent – Lush's motto is we mean what we say, and the quality of its products is traced: moreover, its marketing strategy is unusual, since Lush chose not to advertise its brand – e.g. on magazines and TV. Lush is only promoted online – through its website and social networks – and in-store: according to it, a good, qualitative product is the best kind of advertising.
An aspect of its ethical commitment is charitable giving: 100% of the purchase price of its lotion Charity Pot goes towards supporting humanitarian, environmental and animal rights causes locally and around the world.
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| Lush's ethical commitment: the Charity Pot |
I am glad to talk about these firms, which are ethical and successful at the same time: they do not need a lot of advertising to triumph, they do not manipulate potential customers with deceptive messages, they do not promote unhealthy attitudes to obtain profits and they do not puff up their products describing them as the “best” ones: quality and respect for the environment – and people in it – are their banner, and that’s the true spirit of ethical marketing and business ethics.
Carlotta Neuenschwander
