A lesson from Lush on placing your ethos at the heart of your content
This week’s best post comes from Lush - a much-loved brand in the midst of re-opening their overhauled Oxford Street store. The flagship store has been beautifully refitted and offers as tactile and sensory of an experience as you would expect from the handmade cosmetics specialists. Definitely worth shouting about!
Lush has long taken an alternative approach to their social media with the chain taking the often unpopular choice of empowering each store to run its own channels. They favour an organic approach and even without centralised execution, local stores do a fantastic and personal job of engaging an army of loyal shoppers.
As the doors flew open on the revamped Oxford Street store and the familiar waft of lusciously scented cosmetics drifted from Lush’s doors, the brands 120,000 Instagram followers were quick to respond. Lush Oxford Street showed off its new product ranges and stunning fit out, focusing on product detail and fittings showing off the experience shoppers can expect when they next visit. Rather than focusing on product alone, Lush detailed how its fittings are manufactured and sourced as well as highlighting their suppliers buying procedures.
Lush's content radiates the sustainable and ethical values that flow through the brand, from operations to packaging and in-store marketing. Providing this visibility gives Lush's customers extra confidence in the brand's ethos and yet another reason to visit . . as if the bath bomb selection isn't enough!
How can you replicate this technique?
Taking a localised approach with central support and guidance for consistency will allow you to maintain a coherent brand identity and communicate shared commercial and business culture priorities.
At the same time the approach creates space to deliver a bespoke, local and personal approach to customer service and your physical store experiences with community focused social media that demonstrates shared passions with your customers.