Lush cosmetics grew by going green

Lush is a great example of how purpose can transform a business. Remember the vibrant cosmetics brand with its hand-rolled bath bombs and funky smells?

For years, Lush focused on quirky products and unique experiences. But in 2007, they underwent a “Green Revolution,” putting their environmental and ethical values at the core of their brand identity.

Their “why” transformed from selling soap to saving the planet.

This wasn’t just greenwashing. Lush became vocal about fighting animal testing, reducing plastic waste, and supporting sustainable farming. They embraced transparency, showing every ingredient’s origin and impact.

The results improved their ROI

• Customer loyalty skyrocketed. People connected with their values and felt good about supporting a mission-driven brand.
• Employee engagement soared. Working for a company with a purpose attracted and motivated top talent.
• Sales boomed. Sustainability became trendy, and Lush was at the forefront, attracting new customers who valued ethical products.

Lush’s story is a powerful reminder that communicating your “why” can be a potent marketing tool. It’s not just about profit, it’s about making a difference. When customers and employees believe in your mission, they become passionate advocates, boosting your brand and your bottom line.

Reignite your Brand Spark in 2024

Here’s how to unearth your buried treasure:

• Gather your tribe: Brainstorm with your team, customers, even your barista! Fresh perspectives are gold.
• Mine your past: What were your founding principles? Have they held true? Revisiting your roots offers valuable insights.
• Seek inspiration: Look at brands you admire. How do they communicate their “why”? What can you learn?
• Keep it real: Don’t force it. Your purpose should be authentic and true to your core values.

If you are feeling stuck, we are offering brand “why” clarity workshops all January! Email us to reserve your spot and fuel your brand’s purpose fire.

Wishing you a purposeful 2024!