Digital Writing Skills, Assignment 2

Digital Writing Skills, Assignment 2

The Passion of LUSH

Lush's passions is to create bath products and cosmetics that are produced in an ethical way. This passion aligns with their whole business plan starting from the ingredient manufacturing and product testing all the way to the actual preparation of the product. 

Lush also starts and supports several charity projects all around the world. 

The reasoning behind Lush's passion is based on their ethical values. Lush has several aspects in their actions that are aligned with their values such as no animal testing policy, all the cosmetics are fresh and handmade, lush only buys ethically produced ingredients and all the products are 100% vegetarian and packaged in a ecologically-friendly way.  (http://www.lushusa.com/on/demandware.store/Sites-Lush-Site/en_US/AboutUs-OurStoryShow?cid=we-believe)

Lush wants to be an example of an outstanding company that can put ethical self-care products into to the market and still reach big clientele. One element that Lush highlights through its actions is happiness. Lush wants to be known as a company that can bring happiness not only to the consumer but to every person and animal that is engaged in the manufacturing chain. 

Influencers

Lush is a very unique company when it comes to advertising. Lush doesn't use outside sources to promote their company or products and it doesn't use any celebrities as brand-ambassadors or influencers.
However, some people choose to promote Lush for free just because they have such a strong passion towards the same ethical values as the company does. There are also news articles mentioning how famous celebrities such as Willow Smith or Ariana Grande prefer Lush over other bath products but Lush itself has no influence on these articles. Lush believes that company should only be advertised by people who genuinely love the products and the company. Thats why Lush doesn't use paid advertising. This reflects honest business ethics because having the marketing communications aligned with companies ethical values ads to companies accountability in the eyes of the consumers.