Caracterisation & Swot LUSH

LUSH 🛀🏾

CARACTERISATION :

Lush is a private organization, a society of cosmetics products. The purpose is economic bc the company want to make a lasting profit (to be perennial). otherwise it may go bankrupt.

Lush make goods production bc the goods are tangible (lush make cosmectics products for hair, face, body (hands, feet) as well as shower and bath products, as well as bubble baths, bath bombs, shampoos and solid conditioners and shower gels.

The sector of activity is the secondary : to transform raw materials into finished goods.

Ressources :

- human : + 10k employees into the world, leaders, owners

- financial : profit, funds

- material : factories, machines, raw materials

- immaterial : reputation, logo, know-how, fame

It’s a large company with 10k workers and more around the world. Lush operate in 52 (fifty-two) countries with 928 (nine hundred and twenty-eight) global shops. The headquarters located in Poole, Dorset in United Kingdom, Lush is british.

SWOT :

Strengths :

- Lush Cosmetics products are not only different, but also naturally scented and colorful to look at. The brand has been able to capture the customer's attention with the aà packaging that accentuates colors.

- The company makes cosmetics with natural and organic ingredients which are safe to be used on all types of skin. The brand uses only vegetarian or vegan recipes.

- The products of Lush Cosmetics are really made by human beings and not machines. The company has a strict diversity policy and their employees come from all cultures, regions, ethnicities, and genders.

Weaknesses :

- The customer's makeup needs were beginning to grow, the company had to manufacture several product variants or start new product categories. The difficulty of matching new demands affected the company.

Opportunities :

- The presence of chemicals in makeup, thus dangerous tests on animals, drew attention to the activity. This is a huge opportunity for natural and environmentally friendly products companies like Lush Cosmetics to capitalize.

Threats :

- The main competitors of Lush Cosmetics are The Body Shop, Estee Lauder, Sephora, Shisheido, and Revlon.

- Makeup and cosmetics are categories of products that require a lot of customer loyalty. So, customers use other brands, including competing brands such as Body Shop. In the long term, this can be a challenge for the company.

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