Individual Assignment on Consumer Experience

The product I chose for the assignment is a shampoo bar called “Godiva” from Lush. Lush is a cosmetics retailer with its headquarters in London, that sells natural hair and beauty products. Products range from creams, soaps, shampoos, shower gels to lotions, scrubs, masks and other cosmetics for the face, hair, and body, all being 100% vegetarian.

All products are made in factories all around the globe, for example in Dorset, Toronto, Croatia, Germany and Australia. The staff calls these factories “kitchens”, as being the place where they produce products all with vegan and vegetarian recipes.

It is important to mention that all products are handmade, as stated by Lush in its website: “Handmade is our middle name. ” Everyday compounders slice, squeeze, scramble and blend fresh batches of natural ingredients as fresh organic fruit and vegetables, finest essential oils and safe synthetics. In fact, almost every product inside the store has a handmade touch. In addition to the products, the packaging is handmade too and consumers can even see who compounded it through a face sticker on the back of the package. You must be probably asking yourself, why handmade is such a predominant factor in Lush’s business values. The answer, however, is simple. “We like knowing the exact conditions under which our products and shops are produced and outfitted, and which materials are used. This way, we can ensure that everything we use is of the highest quality and has been ethically sourced from beginning to end”.

The amount of effort and care Lush puts into the production of their products would be in vain if they worked with suppliers and ingredients that went against Lush’s principles. Consequently, to be aware of and control its supplies and used materials, Lush created the “Ethical Buying Team”. This team dedicates itself into working hard searching for ingredients and meeting with its suppliers and producers to ensure they meet Lush’s standards and values. This way, Lush has full control over their raw materials, where they come from, how they are produced, and equally important, the way they impact communities that produce them. This awareness is achieved through visits where the team traces the production process of each ingredient from planting to harvest to processing. In the end, it decides if the whole process is ethical from beginning to end and if it meets Lush’s requirements. In these visits, buyers also create long-lasting relationships with the producers and help to maintain sustainable practices and fair working conditions.

Lush is the opinion that every ingredient they buy should positively impact the community who produced it. Consequently, Lush buys nearly all its materials from small-scale groups. Lush, thus, seeks greater equity in international trade and contributes to sustainable development by offering better trading conditions to workers and providing access to market. This strategy not only drives positive change but also sets out an example to other businesses.

Nevertheless, Lush’s sustainable and ethical production process does not stop here. Lush also manages to reduce packaging waste by selling its products totally unpackaged, or as they like to call it, “naked”. Almost 40% of all products are sold without a package. To be able to reduce packaging drastically, Lush created a product line of solid products, ranging from shampoo bars, conditions to henna hair colours and massage bars. This implementation avoids millions of plastic bottles and packages from being produced and disposed, ending up in landfills every day.

Lush, once again, acts as a leader of sustainability in the cosmetics industry, setting out an example, showing what is possible and increases awareness for the overuse of disposable packaging, out daring other retailers in any industry to adopt this method. Obviously, Lush is not able to sell all its products without a packaging, as in the case of shower gels and lotions. Nonetheless, these products are packaged using only recycled, recyclable, reusable and compostable materials, like their “100 percent post-consumer recycled plastic bottles and pots and biodegradable bag.

What comes to mind when talking about cosmetic products? Animal testing. Fighting animal testing is another of Lush’s values. Lush has been fighting against animal testing for years. All products produced by Lush are solely tested in human volunteers, as well as all ingredients are bought from companies that share the same value. Lush not only has this strict policy, but they also want the rest of the retailers in the cosmetic industry to adopt the same practices. Thereby, Lush publicly encourages consumers to boycott cosmetic companies that pursue animal testing. These values and openness to the public reveal the quality and safety Lush puts into its products, building costumer trust and loyalty. To conclude, at the core, Lush’s business strategy is primarily concerned with sustainable development. It meets the needs of the present without compromising the future.

By investing in ethical, responsible and sustainable production chain, Lush implies a concern for social equity between generations and for the satisfaction of human needs and aspirations as the major objective. Lush is able to meet the basic needs of its consumers extending to all the opportunity to satisfy their aspiration for a better life and promotes harmony among human beings and between them and nature.

I believe buying my shampoo bar from Lush and thus contributing to Lush’s values and mission towards society was an excellent decision and I recommend all to do the same.