Case Study: Lush
Lush are a global cosmetics company with over 800 stores in 51 countries. Lush produce and sell a variety of products, including soaps, shower gels, shampoos and hair conditioners and hand and body lotions for various skin types.
Lush products often contain fruits and vegetables, essential oils and ingredients like honey and beeswax.
Much like KeepCup, the Lush brand is fun and colourful and focused on providing ethical products to their customers. For example, Lush is against animal testing, and opts to use volunteers in order to test their products instead.
Lush AUSNZ were searching for a sustainable gift for their employees leading into the 2014 Christmas period.
KeepCup was a great option to capture the colour and fun of the Lush brand, as well as offer a product that was sustainable and could be continuously used by their employees.
- Capture the Lush colour and branding within the KeepCup choices.
- Give KeepCups to all Lush Staff in Australia and New Zealand.
- Use KeepCup as a tool to engage their employees in sustainable practices.
- Make Lush a disposable cup free workplace.
Strategy and execution
Lush initially requested as many colour choices as possible, but in order to fully maximise the marketing power of a bespoke Lush KeepCup, our Account Manager suggested they focus on five colour combinations that best represented their brand and product colour palette. To ensure the colours were the main focal point the branded silicone band was kept simple with a white band and black logo.
All 420 Lush staff in Australia and New Zealand from Head Office through all retail sites were given the opportunity to select one of the five Lush KeepCups as a Christmas gift.
The Lush KeepCups were well received by all employees. Staff are constantly seen using their KeepCup within the buildings and when they go out for a coffee. The implementation has been so successful, that further orders have since followed.