Wednesday, 21 December 2016

OUGD601 Research: Lush

Lush is a company that came up a lot when I searched for gender neutral beauty products, however in recent advertising campaigns I could only find adverts that featured women (see below). It may be gender neutral, however it doesn't advertise this way - which I think is something that will definitely change in the future as I feel the company is heading that way. 

Although the marketing may not be gender neutral, it is definitely very inclusive of all women of all different shapes, which is a definite step in the right direction and one of the few companies (Dove is another) that promote every shape and size body positively, compared with others (such as Simple etc). 

In a sense, however, I haven't actually ever seen an advert for lush before specifically searching for it, so it could be that Lush generally don't make adverts and this was just a promotion for a particular event. I don't think the company necessarily need to make adverts either, as it's a company that customers stay loyal to because of the ethos and beliefs of the company - every product is animal cruelty free and promotes natural ingredients - something a lot of other companies cannot compete with at this time.

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