lush cosmetics

LUSH Cosmetics

Media Plan 2012

Hannah Luch

Company Overview

• LUSH is a handmade cosmetics company

• LUSH is privately owned

• Products are sold worldwide

Mission Statement

Marketing Objectives

• Target Marketing

• Establish brand loyalty

• Needs to have a more dedicated consumer that continues to trust and love the LUSH brand

• Higher sales are a must

Competitive Overview

The Body Shop Burt’s Bees Bare Essentials

Revenue $442 million $60 million $557 million

U.S. Market Share 15.8% 5.1% 16.9%

Ownership L’Oreal Clorox Shiseido

Competitive Overview

• LUSH Net Worth: $58,356,795

• 5% U.S. Market Share

• Creativity

• Focus

Competitive Overview

Product Line

Price Point

Consumer Profile

Spend Sales

Christmas Snow Fairy

$27.95 Female 18-34

$100,000

$200,000

Product Line Price Point

Consumer Profile

Spend Sales

Christmas Cranberry Joy $8.00 Female 18-34

$300,000 $500,000

Competitive Overview

Product Line

Price Point

Consumer Profile

Spend Sales

Valentines Day

Love Potion

$9.95 Females 18-34

$100,000

$200,000

Product Line Price Point

Consumer Profile

Spend Sales

Valentines Day Duo $19.00 Female 18-34

$300,000 $500,000

Competitive Overview

Product Line

Price Point

Consumer Profile

Spend Sales

Spring Carrot Top Bubble Bar

$7.95 Females 18-34

$100,000 $200,000

Product Line Price Point

Consumer Profile

Spend Sales

Easter Sweet Lemon Soap $4.00 Female 18-34

$300,000 $500,000

Geographic & Media Objectives

• Local Level

• LUSH Image

• The Campaign

MRIPLUS Data Target Audience

Index Women 18-34

$30,000 - $39,000

Marital Status: Engaged

Race: African American

Children 12-23 Months

Present Address 1-4 Years

Education: Attended College

129 103 119 116 115 106 106

Target Audience

• Females 18-34.

• Environmentally friendly customers.

• Young, urban dwellers, single or married.

• Middle income to higher income levels

Psych

ograp

hic

• Social: Middle to upper classes.

• Personality: Non-compulsive buyers

Behavioral Continued

• User Status

• User rates

• Loyalty Status

• Readiness Stage

• Attitude about brand

Seasonality

• OOH Advertisements

• Television Advertisements

• Radio Advertisements

Why run in Q4 during Christmas Holiday and Q2 for Spring?

Media Objectives

(News) Tuesdays and Thursdays | 30 Second Commercial | Chicago, IL Local | $683.00 | CPP | News | 25 points per week | 6 weeks | 150 Points

Total: $102,450.00

Television Advertising

Media Objectives

Local | $1,446.00 | CPP 13 Weeks | 11 Points per week | 143 points

Total: $206,708.00

Independent Newspaper

Media Objectives

1 Bulletin | 12 Units | $109,800.00

30-Sheets | Lamar | 12x25 | 177 units | $164,610.00

5 bus shelters | 47.5’x68.5’ | 70 units | $35,000.00 per shelter | ($175,000.00)

Total: $449,410.00

Out of Home Advertising

Media Objectives

Local | $850 | CPP | Evening | 50 points per week | 6 weeks | 300 Points

Total: $225,000.00

Radio Advertising

Q2 Q4

Total Budget Costs

Newspaper

Television

Radio

OOH 30 Sheets Lamar

OOH 5 Shelters

OOH Bulletin

$206,708 $102,450 $255,000 $164,610 $175,000 $109,800 Total Estimated Cost:

$1,013,568.00

MRI PLUS Data Radio Weekend 7:pm – Midnight

TV Day parts Mon – Fri 9 am - 4 pm

TV Show Types: Daytime Dramas

Websites: MSN Movies

Websites: MTV.com

Index: 108 103 120 123 131

Teen Nick

GMC Adult Swim

MTV2 MTV Tr3s

WE TV Style SoapNET Music Choice

Index: 124 122 119 116 119 118 122 117 119

Index Women 18-34

$30,000 - $39,000

Marital Status: Engaged

Race: African American

Children 12-23 Months

Present Address 1-4 Years

Education: Attended College

129 103 119 116 115 106 106

Sources SRDS.COM (Yes! Weekly Newspaper Information)

http://next.srds.com/prop/datacard/show/3664/6

MRIPLUS Reports

http://mriplus.com

Alexa

http://alexa.com

Retail Gazette

http://www.retailgazette.co.uk/articles/10110-lush-sales-boosted-by-new-european-stores

LUSH Cosmetics

http://www.lushusa.com

The New Yorks Times

http://www.nytimes.com/2007/11/01/business/01clorox.html?_r=0

http://www.nytimes.com/2007/05/16/business/smallbusiness/16burts.html

Wikinvest

http://www.wikinvest.com/stock/Bare_Escentuals_(BARE)