Executive Summary

LUSH Fresh Handmade Cosmetics is an international cosmetics company with over 928 shops

spanning 50 countries. It was established in 1995 by Mark Constantine and Liz Weir in the

United Kingdom.

LUSH has their philosophy behind the brand where cosmetics were made using the freshest

ingredients and no animal testing in products to customers. By making various effective products

from fresh, organic fruit and vegetables, the finest essential oils and safe synthetics. As the key

customer trend was health and wellness, LUSH also organized various campaigns to promote the

topic of healthy lifestyle, human rights and environmental issues. To stand out from fierce

industry competition with other handmade cosmetic and skincare companies, LUSH supports

Hong Kong issues as another opportunity to differentiate itself from the competitors.

Therefore, this report is going to further analyze the current brand situation and to propose a new

branding campaign “Love from the Inside Out” for LUSH. It is to mainly promote and support

the Cultural and Creative Industries in Hong Kong. The whole campaign will add the element of

Arts and creativity. Both qualitative and quantitative research are conducted to justify the

problems and opportunities we inferred. This integrated media communication with various

innovative strategies and tactics would be applied to impart the message to our target audience.

Not only raise awareness of LUSH cosmetics brand to the general Hong Kong public and

frequent users but also encourage and empower them to take action to support Hong Kong

Cultural and Creative Industries and collaborate with LUSH.

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Table of Content

EXECUTIVE SUMMARY P. 1

SITUATION ANALYSIS P. 3 - 10

RESEARCH AND DISCUSSION P. 11 - 15

PROBLEM OR OPPORTUNITY STATEMENT P. 16

CAMPAIGN THEME, GOALS AND OBJECTIVES P. 17 - 18

TARGET AUDIENCE PROFILES P. 19 - 20

CAMPAIGN STRATEGIES P. 21 - 22

CREATIVE TACTICS AND EXECUTIONS P. 23 - 34

MEDIA PLAN P. 35

TIMELINE FOR ACTIVITIES P. 35

BUDGET P. 36

EVALUATION P. 37 - 38

CONTINGENCY PLAN P. 39 - 40

CONCLUSION P. 41

APPENDIX P. 42 - 63

REFERENCE LIST P. 64 - 65

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Situation Analysis

Company Background

History of LUSH

LUSH Fresh Handmade Cosmetics Brand was established in 1995, which was founded in Poole,

United Kingdom. Mark Constantine was an herbal trichologist and Elizabeth Weir was a beauty

therapist. They both were interested in natural beauty products and handmade products and

found out the perfumes were not always pure, so they decided to create the fresh perfumes

themselves. They organized a competition that was launched for customers to give the company

a new name. One customer suggested 'Lush', meaning fresh, green, and verdant, it has an honest

meaning beyond marketing.

Mission and Values

LUSH has three core values to do for human rights, animal rights and the environment. With the

aim of delivering the value of being pure and fresh, LUSH products are made from freshest

ingredients to fighting against animal testing. LUSH believes in making a big difference in the

world with the choices they make as a brand.

Services and Products

Products of LUSH are 100 percent Vegetarian, 83 percent Vegan, 60 percent unpreserved with

unpackaging. They categorized their products and provided the spa services, such as face, bath

and shower, body, hair and fragrances. The appearance of the products are innovative and looks

like a food with little or no preservatives. They often contain fruits and vegetables in their

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products. The names of each product add a sense of humor, such as Be Seaweed, Cosmetics

Warrior, Don’t look at me and so on. All the products are colorful and it wishes to bring a great

memory to the customers. The retail shop lets the customer experience the products.

SWOT Analysis

Strengths

I) A variety of handmade organic products and services.

It provides an all rounded face and body care mentally and physically.

All products are handmade using fresh and clean organic ingredients with simple and effective

formula. All the making processes are transparent which LUSH will upload “How it’s made”

video on Official Youtube Channel.

III) Well-trained Staff and Services.

Each LUSH staff is skilled and comes from different regions, gender, countries and colors.

LUSH salespersons know their product well and explain it to the customer patiently. Their

services are proactive and have a nice attitude to the customers.

III) Implementing interactive and sensory marketing via both offline and online.

There is an experimental corner in which the sales will put the bath bomb inside the water and

show it to the customers. According to Instagram and Facebook, LUSH has a well-established

Instagram with more than 20.1K followers and a Facebook page with nearly 25,000 likes.

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IV) Socially Responsible and Sustainable Brand.

LUSH focuses on environmental protection and animal rights. According to the official

Facebook page, it has launched the Plastic Container Recycling Program and expanded the

coverage of the ‘5 to 1 recycling program’ on July 2019 for #PlasticFreeJuly. All the soap and

bath bombs are in naked packaging. It is promised that there is no animal testing in any product.

Weaknesses

I) Adopted a global “No Advertising Policy”.

There is no traditional advertising. This lowers the exposure and awareness of the brand. Since

all the products are made in hand, the products and services of LUSH are comparatively high

prices which makes them not affordable to the lower class and students with no earning power.

II) Short expiration dates of the products.

The expiration dates of the products are fast and which means a short shelf period. As the

products are made with fresh ingredients, most of them have to be put inside the fridge which

reduces the desire of people to buy the products.

III) High cost of retailing.

Since the company focuses on the in-store environment. The decoration of the shop, display

shelves and lighting cost a lot.

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Opportunities

I) Increasing passion for organic and fresh production among the public.

Customers are discouraged from chemical and industrial products. Customers love more brand

transparency. They tend to know what ingredients inside. LUSH clearly lists what ingredients are

put in and who made them outside the product packaging. No preservatives are in the products

which enhances customers’ confidence in LUSH.

II) Development of Advanced Technology.

According to the HKCSD report in 2015, the proportion of people who have made an online

purchase in the past year has increased from 7% in 2004 to 23% in 2014. More people prefer

buying things through online shops more than retail shops due to the convenience. This means

more people can buy LUSH products through its website instead of travelling to the shops.

III) Popular trend of sensory and interactive experiences.

They prefer touching, smelling the products before purchasing. LUSH always has a strong smell

inside the shop. Nearly each product can be tried by customers. Bath bombs can be even

demonstrated in the stores too. These can attract more customers’ interests in the products.

IV) High support of CSR brand.

People choose a brand not only for product effectiveness, but also they will see if the brand is a

sustainable and ethical CSR company. From the Fox Business news, during the 2019–20

Australian bushfire season, LUSH launched a Bush Animal Fund to help the wildlife and rescue

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the habitat there. They sold Koala shaped soap and donated all the money to the fund to save the

animals. (Stabile, 2020)

Threats

I) Competition with other organic brands.

There are some competitors which also promote their organic ingredients, like The Body shop,

Innisfree, The Origin. Some of the brands even have more chains than LUSH, like The Body

Shop. People like grass-roots and students may choose a lower price product. Also, it is difficult

to attract new customers since people have a loyalty in using skin care or cosmetic products.

II) Current Situation of COVID-19 led to economic recession.

According to the statistics 2020 from the Hong Kong Government, it has investigated 1038

confirmed cases of COVID-19 in Hong Kong. This situation leads to the economic drop. From

the article of South China Morning Post, it revealed that there were 53 percent fewer visitors in

January in Hong Kong compared with the same month last year.

III) Hong Kong social movement in 2019 decreases the consumption behavior of customers.

From the articles of The Guardians, it stated that retail sales dropped 6.7% and tourist numbers

decreased by 13% in June in Hong Kong. According to the statistics and research by Hong Kong

Trade Development Council (2019, Page 1), the value of retail sales decreased by 19.4%

year-on-year in December 2019 over the same month last year and compared with a year-on-year

decrease of 23.7% in November 2019.

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Industry and Competitor Analysis

Recently, the trend of organic cosmetics consumption is rapidly increasing in Hong Kong.

According to the research from HKTDC, it stated that “organic and natural cosmetics, which are

also gaining popularity.” (HKTDC, 2019, P.6). From the Perspective of Natural Products in

Skincare by Vikas Kumar in 2016, Kumar indicated that the impacts of organic cosmetics

companies not only raised health awareness to the consumers but also it helped the ecosystem

and natural environment to use organic ingredients in cosmetics.

In Hong Kong, the main competitors of LUSH include The Body Shop, Innisfree, Kiehl’s and

The Origin. The Body Shop is one of the main competitors of LUSH. It provides natural beauty

products that reach all ages. Their products range from cosmetics, skincare, and even baby

products. However, the positioning of The Body Shop is “there is only one way to be

beautiful-Nature’s way” whereas the brand positioning of LUSH is “happy people making happy

soap.”. The retail shop of the two brands are totally unique. LUSH is more stylish and colorful

but The Body Shop is more natural and plain. Two different brand values can easily differentiate

from the audience. Besides, all the organic cosmetics brands also organize different events and

programs to support human rights, animal rights and environmental protection to maintain

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sustainability. They all provide various products and services to care about the whole-body

health of a person. Apart from the percentage of fresh ingredients, the display, company values

and campaigns are the other factors to let the brand stand out from the competition.

Stakeholders Analysis

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The Cultural and Creative Industries in Hong Kong

The cultural and creative industries (CCI) is a main trend and issue in Hong Kong. Since Hong

Kong is an international city which focuses on the economy and financial sectors, the CCI is still

developing and not easy-to-touch for the public. Referring to the report 2019 of Census and

Statistics Department in Hong Kong, the cultural and creative industries (CCI) are the most

dynamic economic sectors in Hong Kong, it has a great contribution to the economic growth and

job creation. CCI refers to a set of knowledge-based activities that involves creativity with

cultural, artistic and creative contents to deliver goods and services. There are a total of 11

components, including arts, film and TV broadcast, handmade products, performing arts and

more. According to the latest statistics from Hong Kong Asia’s World City, it showed that “Hong

Kong has around 42,100 cultural and creative industry-related establishments, with about 213

400 practitioners engaged (Hong Kong: the Fact, 2019)”. It indicated that this issue is planned to

keep developing and worth doing in Hong Kong. However, the development of cultural and

creative industries is not fully well-known or famous in Hong Kong. This LUSH campaign aims

to promote the issue of cultural and creative industries in Hong Kong as the main theme of

loving the community. It is planned to collaborate with CreateHK and the general public to

promote this issue in this campaign.

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Research and Discussion

Research Objectives

This research consists of both quantitative and qualitative approaches. The purpose of the research is to

investigate the understanding and perception of the cultural and creative industry to the general public.

1.To understand the demographics, psychographics, consumption behaviors and perception of LUSH

users and the general public towards LUSH.

2.To retarget the audience of LUSH and grasp the market opportunity.

3.To further explore and create different possibilities in a new campaign for LUSH.

Methodology

First, an online survey was conducted with 161 participants who aged 18 to 45, the questionnaires of

digital copies were distributed by hyperlinks through social media from 10 February to 23 February.

There were four parts, which were the Consumption behavior of LUSH, Branding and Engagement of

LUSH, Creative and Local Culture and Demographic Questions. The sample size was recruited

through non-probability sampling - convenience sampling. Among those valid surveys, there were 40

male and 121 females. The software of JASP would monitor and do the evaluation mechanism of this

research study to analyze statistical data and do coding.

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Second, in-depth phone interviews were conducted with eight LUSH frequent users in Hong Kong

individually in 30 - 45 minutes from 19 to 23 February 2020. The interview was divided into three

parts. The first part was consumers’ consumption habits, brand image perception and experience

towards LUSH while the second part focused on the opinions of the interviewees towards art and

creative culture in Hong Kong. The final part was the suggestion toward LUSH. All the respondents

were consented to the interview and the whole process was recorded by a recorder. The participants

and all the information would be confidential and used an alphabet to label the interviewees in the

research. The participants were recruited by friends’ recommendation and volunteers.

Findings and Discussion

(I) Low Consumption Behavior of LUSH of the General Public

There was not enough brand awareness of LUSH. More than 75% of respondents have heard of

“LUSH HK”. However, though lots of respondents heard of “LUSH HK”, 57.8% (93 of 161) of

them had not used the products of LUSH HK.For those who don’t use LUSH products, 33.3%

(31 of 93) thought the brand’s products were expensive, 30.1% (28 of 93) of them did not really

know what the brand was, while 26.9% thought LUSH’s products had a bad smell. Many people

are not familiar with LUSH.

a) Difference between LUSH users and non-user in the perception of LUSH current promotion

There was a difference in sufficiency of LUSH current promotion between LUSH users and

non-users. T-test was run for it. The t-value was t(159.0)= 3.111 while the p-value was 0.002

which was lower than 0.05. It meant that there was a significant difference between the two

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variables. By comparison, the mean of LUSH users (Gp 1) was 2.691 while the mean of the

LUSH non-users was 2.290. It indicated that LUSH users had a higher level of perception of

LUSH current promotions.

(II) Perception of the LUSH’s Promotion

According to our survey, 45.3% of them were receiving information from Facebook while 40.4%

were from Instagram. Only 0.1% and 4.3% of respondents regarded the current promotion as

“sufficient” and “Significantly Seen”. From the interview, most interviewees claimed they had

not participated in any LUSH promotion activities and campaigns. Because they didn’t receive

any information. To the question in recommending a kind of promotion for LUSH, they mostly

suggested Instagram promotion, KOLs, events and free trial.

(III) Respondents showed higher level of support to the cultural and creative industries

In a survey, the results showed the respondents had a higher level of support to the Hong Kong

cultural and creative industries, which was 97.5% of the respondents chose to support it. The

respondents answered positively the reasons why they support the Hong Kong cultural and

creative industries. One respondent typed that “Creativity and interest that reflects

HongKongers”. They claimed that not only it could create job opportunities for the youth and

businessmen but also it deserved to maintain local culture and secure the Hong Kong memories

to the citizens in Hong Kong. For the interview, a question “What do you think about the cultural

and creative industries in HK and How it means to you?” was asked. Interviewee C said, “I felt

disappointed in it since most HK people focus on the development of financial business. They

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were anxious to achieve quick success and get instant benefits. They won’t put effort and time

into the prevention of HK culture and development of CCI.” However, the others thought CCI

was a hope. Interviewee E claimed, “It is better than before. Every week, there are handmade

markets in D2 place, JCCAC (Jockey Club Creative Arts Center). People are starting to be aware

of the industry. Besides, the interested categories of cultural and creative industries, the top three

are “Handmade products'' (M=0.605, SD=0.490), “Film and Animation” (M=0.599, SD=0.492)

and “Music” (M=0.573, SD=0.496).

(IV) Strong Association between LUSH and Arts

From the survey, respondents were associated with Arts and LUSH in terms of the display of the

products, design of the retail shops and the staff of LUSH. Respondents used the words

“colorful”, “stylish” and “exquisite” to describe the shop environment of LUSH. These

adjectives usually used to describe arts pieces and design. On the other hand, the results from the

phone-interview, interviewee A also indicated that LUSH had a sense of Arts and could easily be

linked to Arts. She claimed that “To me, I have a lot of friends who wanted to be LUSH

employees and worked at LUSH. They told me that the LUSH interview had to draw a picture to

represent myself. Therefore, I think LUSH is quite artistic, the shops are colorful, the layout is

messy but with a sense of arts, the employees are all dressed up with a good artistic atmosphere,

modern style, and makeup is special.”. Thus, LUSH also gave the brand image to the people as a

modernized and artistics organic cosmetics brand. LUSH can be possible to further promote and

support the Hong Kong cultural and creative industry in a campaign.

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Limitations

The sample size of both qualitative and quantitative research is relatively small. Only 161

responses were received from the questionnaire and only eight frequent LUSH users were

interviewed within the current epidemic in Hong Kong. Because the current situation of

coronavirus in Hong Kong was not stable. The results could not fully represent the views and

attitudes of the general public in Hong Kong. Also, due to the above reason, phone-call and

online methods were used to conduct data. Without administering the questionnaires and

interviews face-to-face, there is no way to observe facial expression, reaction or body language.

Implications

We found some insights to design communication campaigns from both quantitative and

qualitative research. From the articles by Bethany Biron (2017, January 19), LUSH has actively

communicated with the customers on social media channels and word-of-mouth. According to

The Impact of Social Media Marketing on Brand Loyalty (2012), the author showed that the

results of using social media platforms and brand loyalty of the customers was positively

correlated. When the brand could offer advantageous campaigns to the customers with relevant

and popular contents, the contents appeared on various social media platforms and applications.

Regarding the promotional campaign of LUSH, it can be effective by communicating from a

young and energetic approach on social media platforms. Also, we will reach our target audience

who love Arts and creativity. To amplify the validity of the content, organizing the public events

and interaction to enhance the popularity and engagement.

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Problem or Opportunity Statements

With the reference of our survey and interview, around 50% of our respondents thought the

current promotion of LUSH was barely seen and even insufficient (See Chart 4). They seldom

know the latest news and products of LUSH. This brand policy may lead to lower brand

awareness and consumption behaviour of the customers according to our survey that 57.8% had

not used LUSH products (See Chart 1 and 2). Simultaneously, LUSH’s brand image is not

strong enough to be seen as a CSR brand (See Chart 7). Therefore, more promotions in the

shops and through social media are needed.

Besides, facing the gloomy situation of culture and creative industries (CCI) in Hong Kong,

some of our interviewees thought the industry was rising and a future hope for the economy.

More subsidies and exposure should be given to the Industry which can enhance people’s

awareness. According to our survey (See Chart 5), 97.5% of respondents support the industry.

However, from the interviews, it is known that most of the interviewees thought there were not

enough opportunities to engage in it and insufficient resources were given to the Industry.

Moreover, respondents are more interested in “handmade” categories of culture and creative

industries from the survey. It is a good opportunity that LUSH is also a handmade product

company. This kind of activity can be held. To raise the brand awareness and encourage public

engagement of HK culture and creative industries, different interactions and activities that link to

the brand and CCI would be held in one aspect. At the same time, social media marketing and

promotions would also be executed. By holding a meaningful campaign and posing on the

owned media, earned media are wished to gain more awareness and exposure.

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Campaign themes, goals and objectives

Theme: “Love From the Inside Out - LUSH” Tagline: Let’s have a crush on LUSH!

Naming the campaign as LUSH “Love From the Inside Out”, it aims to promote the message that

the word “LOVE” is pure and beautiful from our heart, the power of “LOVE” can be influential

to the self, family and friends, community and even the world. LOVE is the most important thing

in the world. The word “LOVE” can be a verb and noun. With the usage of diction, our

campaign would like to promote the importance of self-love, family love, love the community

and love Arts. When the customers join our campaign, he or she will have a crush on LUSH

because we have different definitions and expressions of “Love” in our campaign strategies.

An integrated campaign would be done step by step from self-love, interpersonal love and Hong

Kong community. As LUSH always does the campaign for human rights and hot issues, the

Hong Kong issue that we choose to promote and love Hong Kong Cultural and Creative

Industries, which is the issue that Hong Kong may not be boosted successfully but it has started

to develop. The whole meaning behind our theme is “to share our love and care from your heart,

the one is the main actor to share love to family and community, even the world that will make a

big influence and impact”. We define different loves to the general public to take actions and

encourage them to care and love themselves, their loved ones and society more. We wish this

campaign can add an element of Arts to promote the message of LOVE, not only increase the

awareness of LUSH but also enhance the public’s engagement for the development of cultural

and creative industries in Hong Kong.

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Goals:

i. To increase the brand image and knowledge of the general public to LUSH.

ii. To retarget the audience, create different possibilities in a new campaign for LUSH.

iii. To enhance the public's engagement of Hong Kong cultural and creative industries.

Objectives:

i. To increase the brand image and knowledge of LUSH within a year

- Increase the users of LUSH by 40% in one-year

- Increase LUSH’s level of brand image as a CSR brand by 70% in one year

- Increase the level of knowledge of LUSH among the public in one year

ii. To increase the engagement of LUSH Facebook and Instagram in one year

- From around 2.5K Facebook likes to 3.5K likes and 20.1K Instagram followers to 25K

- Increase the average number of likes of the campaign related posts to as least 150 in

Facebook page and 400 in Instagram

- Drive at least 100 monthly clicks to the official campaign website from search engines

and social media platforms

iii. To increase the participation rate of the LUSH campaign by 80%.

iv. To improve the sales volume of LUSH products by 60%

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Target Audience Profiles

Target Audience

In this campaign, the target audiences are defined as the general public (aged from 18 to 45) in

Hong Kong and the frequent users of LUSH. Not only increase the awareness and reach for the

general public to know and use LUSH but also encourage the frequent users to join the campaign

and support the cultural and creative industries.

Demographic

According to the data from the Census and Statistics Department, there are around 881,300

people aged from 20 - 29 in Hong Kong until the end 2019. Among them, 420,500 are male and

588,400 are female. Besides, there are around 1,166,000 people aged from 30 - 39 in Hong Kong

until the end 2019, including 466,400 are male and 699,600 are female. At last, there are

1,139,700 people aged from 40-49 that 478,900 are male and 660,800 are female.

Psychographic

With reference to our survey and focus group results, our target audience cared about the

ingredients and effectiveness of the products. They loved things that are handmade and fully

support the cultural and creative industries in Hong Kong. From our survey, 97.5% of the

respondents supported the cultural and creative industries in Hong Kong while only 2.5% of

them did not support the development of the cultural and creative industries in Hong Kong. On

the other hand, 42.2% of the respondents used the LUSH products because of the fragrances of

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the products, recommendation from family and friends, product effectiveness and positive brand

image of LUSH HK. The participants also commented that they had a higher trust in the organic

cosmetics brand because they believed that it was more natural and good for the skin and health.

Infographic

According to our research result, our target audiences have high consumption of LUSH retail

shops, even from the magazine and get the information from the family and friends. Besides,

they have middle consumption of online media (e.g Official website) and social media (mainly

Facebook and Instagram). Also, they search for large amounts of information from KOLs on

Youtube about skincare and cosmetics products before consumption.

Behavioral

Our target audience are those who have a high awareness of the culture and creative industries of

Hong Kong. However, they have a low consumption rate on LUSH and some of them have not

heard about LUSH before. Referring to our research results, they are those who think LUSH

products are expensive and lower brand visibility in Hong Kong. 75.2% of the respondents had

heard about LUSH and 24.8% of participants did not know about LUSH. Besides, only 42.2% of

the respondents used the LUSH products whereas 57.8% did not use it. For the qualitative

research, the respondents answered that the criteria for choosing a skin-care brand was the brand

reputation, product effectiveness and family and friends’ recommendation.

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Campaign Strategies

Strategies with Rationales

According to our survey result, respondents associated with LUSH and Arts. The campaign

theme is to promote everything started from love in this world, and love creates a strong power

and bonding between LUSH and everyone. In “Love from the Inside Out”, there are three phases

designated to achieve the above objectives. A 12-month campaign, consisting of three phases

and stages will be launched in a seasonal period.

Stage 1: To increase the brand image and knowledge of LUSH by using the novelty and

CSR elements.

As LUSH is a socially responsible and sustainable brand, Phase 1 is related to self-love and

health consciousness by using the novelty and CSR elements. The novelty is creating a game

application to increase the brand image and knowledge of LUSH. Through launching a mobile

game lets the audience design their bath bombs and soaps. Also, the target audience can learn

how to make a happy soap and the process of making LUSH products. After they play the game

and know how to make a happy soap, we will also invite them to do the CSR with us, do the

charity donation to the medical practitioners in Hong Kong. Because they are our heroes to fight

with COVID-19. It also fits with the brand value of LUSH.

Stage 2: To reinforce the brand philosophy of LUSH through Arts and Nature.

Since LUSH believes words like “fresh” and “organic” have an important meaning beyond

marketing, we will fit this philosophy in Phase 2 - family love, friend love and environmental

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love. We will organize a public competition to design the black pot package of LUSH, intending

to strengthen brand value. According to our research findings, the respondents had a strong

association between LUSH and Arts. Thus, we aim to empower Hong Kong people to design

their own style of black pots and encourage them to engage in charitable deeds. Besides, we will

have a “Farmily Day” function for the Hong Kong family to get in touch with the environment

and nature, which can echo with the words “fresh” and “organic” .

Stage 3: To increase the engagement of LUSH with customers by active interactions.

Referring to our survey findings, the perception of the respondents to LUSH promotion is

insufficient, we plan to use an active interaction on social media and face-to-face. Phase 3 is

related to loving our Hong Kong. The mega-market exhibition will be launched to show support

to Hong Kong cultures. Because our respondents show a higher level of support to the creative

industries. We aim to create a strong resonance and connection with them through this event.

In order to reinforce our campaign theme “Love From the Inside Out”, a catchy and memorable

tagline is created, “Let’s have a crush on LUSH”. “Have a crush on” means “to have a

romantic feeling with someone, find someone attractive, especially someone you don’t know

well.” We personified LUSH, and wish our target audience could love LUSH with their first

sight and love from the inside out with LUSH. We hope it can allow our target audience to

connect with our message. As LUSH has “no advertising policy”, we will focus on online and

social media promotion; a series of daily interactive Facebook and Instagram posts and videos

would be implemented to increase customer engagement between LUSH and target audience.

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Creative Tactics and Execution

Phase 1: Self-Love and Health Consciousness

Tactic 1: Launching “My LUSH Factory” mobile Game

Description: We would introduce a game on the mobile app as an interactive and fun tactic

starting from Early May for the phase 1 campaign. The game name is called “My LUSH

Factory” with both English and Chinese versions, which is managing their LUSH factory.

Firstly, in the game, players can garden and collect different ingredients for the soap or bath

bombs, for example, planting lemongrass and olive oil, fruit trees, different flowers, etc. In the

second step, players can use the ingredients to experience making soap or bath bombs. There

would be recipes and steps for them to follow. The players can also design their style of soaps

and bath bombs in different shapes, sizes, colors and ingredients. Finally, players can sell the

products in LUSH stores and earn money. The game is for the whole year and free of charge and

available in the App Store and Google Play for the general public.

（Please refer to Appendix 5: Tactic 1 - Launching “My LUSH Factory” Mobile Game）

Tactic 2: “My LUSH Factory - Soaps and Bath Bombs Design Contribution Function”

Description: Though the game is launched for the whole year, a soap and bath bombs design

competition in the game will be held in May because of the COVID-19 situation in Hong Kong.

Players can use different ingredients to design their tailor-made soap or bath bomb for

themselves and loved one inside the game. Players can also provide a name for the model. If they

win, the model would use the same name in the store for charity sale. After finishing making,

there would be an information box with details of the function and a button press to join. It is not

compulsory for the players to join it. Next, if they press “join”, the game will go to the page of

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the function application form. Players are done with only entering the names, emails, phone

numbers and Facebook accounts and a few words to themselves or loved ones and Hong Kong.

Then, the next stage would be evaluating and voting. Considering that there may be some

inappropriate designs, we would filter them before the voting. The voting would be in an online

format in a week. We would post the photo of the works on Facebook and Instagram and people

can vote by clicking the link of these Facebook and Instagram posts. Finally, ten designs with the

highest votes would be the winners and they would receive a secret prize each from LUSH.

（Please refer to Appendix 7: Tactic 2 - Game Design Contribution (Social Media Posts))

Tactic 3: “My Lusharity : To our Medical Angels“ Charity sale and donation

Description: After the winner announcement on the official website, Facebook and Instagram,

the winners can have opportunities to make their own designed models in real life and do the

volunteer work from June to Aug. Besides, the ten win soaps and bath bombs will be made for

charity sales to medical workers. For the charity sales in physical and online shops, all the money

will go straight to the Association of Hong Kong Nursing Staff while we expect to donate about

8000 soaps for Hospital Authority workers by staff and the winners and people who are in need.

（Please refer to Appendix 8: Tactic 3 - Charity Sale Poster）

Rationale

Since most people in Hong Kong are in quarantine at home because of the COVID-19, the game

is a good strategy in both raising the brand awareness and image interactively and giving a

message of self-love and health consciousness. For self-love, players can find happiness,

satisfaction and accomplishment when managing their LUSH factory, earning money and

designing their only soap and bath bombs for themselves or their loved one. By making the soap,

24

the game gives a message washing the whole body to keep healthy. “My LUSH Factory” aims to

increase the knowledge of the operation of LUSH more funnily, from planting and collecting the

ingredients, making the soap and selling in the LUSH shop. In terms of problems, they are

interested in how to make the product. By following the steps and recipes of tailor-making the

soap, players can know the whole process of making different soaps. They can have more brand

knowledge on which fresh and vegan ingredients are put in the soaps that are the same as the real

handmade products they buy in LUSH. This hope to build more confidence and brand image

from the target audience.

In addition, we have a special period of creatively designed product publication from 1- 15 May.

It aims to attract them to participate in our game and charity donation. During the quarantine

days, Not only we want to encourage them to stay at home and be healthy but also entertain them

and cheer them up in this period. We also invite them to collaborate with us in a charity sale and

donation to the medical workers. As LUSH always does a lot of CSR works and campaigns, we

wish to deliver our message and theme of love to everyone. People will be more willing to

purchase their customized soap, while they will see if there are other products that are suitable

for them when visiting the physical or online stores for the charity sales soaps and bath bombs.

Media Planning

For the game promotion and online design voting function, Facebook posts, Instagram posts and

KOL will be used before one week of the game launch, during the game launch. To demonstrate

how to play the game and the design function, we will collaborate with several KOLs to have a

25

“My LUSH Factory” game trial and make videos in their YouTube Channels from late April to

early May. The KOLs we selected are @Ding Ding (268K), @Arho TV (345K), and

@Smmilingboris (895K). They are all the trending Youtubers who all have over 200K

subscribers and usually introduce many new things and games to their subscribers. They will try

to play the game and describe some special features of the game. Also, they will try to design

their own tailor-made soap and bath bombs for the design function. They will put the videos on

their YouTube channels and also share links on their own Facebook and Instagram accounts and

tag LUSH while. LUSH will repost and share their posts for more awareness and attractiveness

to the audience.

（Please refer to Appendix 6: Phase 1 - KOLs Promotion on Social Media)

For the charity sale and donation, Facebook and Instagram posts and posters in each physical

store will be posted during the sales to encourage the public. Besides, there will be a function

recap video posted on LUSH Youtube Channel, Facebook and IGTV. The video will include the

voting section of the design function, the interviews of 10 winners about their design ideas and

participation of making their own designs for the charity sale and donation to medical workers.

（Please refer to Appendix 9: Phase 1 - Video Recap on Social Media）

Phase 2: Family Love, Friends Love and Environmental Love

Tactic 4: Organizing a public competition “ Brush for Your Love”

Description: In order to reinforce the LUSH philosophy and image of a socially responsible

brand, a public competition of designing the black pot from LUSH face mask will be held from 1

Nov to 31 Dec. The topic for the competition is “Brush For Your Love”, it can be your family,

friends, Hong Kong or any you want to express. The participant can use anything to draw or

26

design the pot, like using oil paint or macaroni to place on it. The competition is divided into

four groups: primary school or below, secondary school, tertiary group and public group. There

are pop up booths in every LUSH store for taking and submitting the pots. After the submission,

the LUSH staff will choose some of the best as winners and put them as exhibitions for the

mega-market in phase 3. We expect there are 1000 people to join.

（Please refer to Appendix 10: Tactic 4 - Competition Poster and Booth in Retail Shops）

Tactic 5: Family Day Workshop - “LUSH X WIldroots: Farmily" Day”

Description: To suit the “Family Love” and “Environment Love” theme, we would partner with

Wildroots Organic to hold a Farmily day workshop. The workshop would last two months from

1 Nov to 31 Dec on every Sunday, 10 families would come to Wildroots Organic Farm in

Sheung Shui. They would experience farming and vegan cooking. Also, they can experience

planting using the LUSH recycling black pot. The workshops are registered from the LUSH

official website and charge $800 a family.

（Please refer to Appendix 11: Tactic 5 - Farmily Day Poster）

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Rationale

Most of the target audience strongly associates LUSH with Arts. So, the public competition

“Brush for your Love” is highlighted to connect arts elements with LUSH and gain our

audience’s attention. Together with the theme of love and the brand philosophy of eco-friendly,

we will promote the idea of owned reusable resources to let our target audience to express their

love to their loved ones and even the environment through arts and design. This phase also

serves as a touchpoint and connection for the mega-market exhibition afterwards (Phase 3). Our

brand with a unique personality and artistic style will be shown in this public competition, it

could definitely attract and recruit target audiences with different ages, backgrounds and talents.

For the “LUSH X Wildroots "Farmily" Day” workshop, it targets families of all ages. It aims to

encourage the Hong Kong family to learn about environmental care with the kids. Not only to

educate them on how to be environmentally friendly but also motivate them to have fresh

organic experience with family. The activity is in line with the theme of phase two, “Love

family, Love environment.” which can also enhance the intimacy of the family through walking

close to nature. We hope to further reinforce our brand philosophy and the importance of caring

for loved ones and even our environment. The reason we choose Wildroots is that we are now

partnering with them in the Food Waste Program.

(Please refer to Appendix 12: Photo Review of Farmily Day）

Media Planning

Apart from store posters and booths, Facebook and Instagram posts, we plan to invite several

local illustrators for collaboration to have Facebook interactive posts for promotion of the

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competition. We have chosen @Plastic Thing (400k IG followers), @Lenus (大大與小妹)(280k

IG followers) and Cuson Lo (怪叔叔の散步道)(158K FB likes), the most famous Hong Kong

illustrators, to help to brush the black pots. They are good at drawing lives in Hong Kong. Then,

they would have a post of the design with their styles on their social media accounts to promote

the competition. It is a chance to promote the local illustrators and the development of Culture

and Creative Industry. For the LUSH “Farmily Day” will be promoted by FB, IG posts and store

posters. Staff will introduce to the customers when they come in the store and after purchase.

Photo and video reviews of the “Farmily Day” will be posted at FB, IG and Youtube.

（Please refer to Appendix 13: Illustrators & Social Media Posts Promotion）

Phase 3: Love our Hong Kong

Tactic 6: “Crush on LUSH”Mega-Market co-organized with CreateHK

Description: In order to correspond with campaign theme “Love from the Inside Out” in Phase 3

and promote art and culture industries, a mega-market named “Crush on LUSH” Market, which

cooperates with and is sponsored by CreateHK, will be held on 5-18 March. The venue is placed

at West Kowloon Cultural District Art Park and it will last 2-weeks long. In the market, we

would invite around 50 local different handmade shops (responsible by CreateHK) except

handmade skincare products to set up booths, for example, leather products, bags, earrings,

books. Besides, an exhibition showing the black pot designs from the “Brush for Your Love”

competition will be placed in the middle and along the edge of the market. The pots are all filled

with a plant inside. Moreover, a live stage is set for live bands, DJs, LUSH’s talk of tips of

makeup or bathing and dance performances. The market will be free of charge.

29

In showing the market is organized by LUSH, not only a normal handmade market, a big 3D

LUSH logo will be placed on the floor at the entrance. When participants enter the market, there

are staff there to give a LUSH body lotion teaser and an entrance ticket with a free LUSH drink

to each of them. In order to prevent somebody from getting an extra drink, emails will be get by

staff for registration. A LUSH booth in greenhouse design will be set near the entrance and there

is a photo-taking corner. Inside the booth, there are several areas for sales of LUSH products,

handmade workshops, LUSH Bar, customized face-print section, Tarot section, hand massage

and in-depth skin consultation. For handmade workshops, instead of LUSH products making

classes, several handmade workshops will be organized, such as clothing dying, dreamcatcher

making, embossing bookmark and candle making. Participants can join by booking beforehand

from online or buy on the spot. These kinds of handmade teachers will be invited and sponsored

by LUSH for the staff of workshops, such as Face Painting HK for the face-painting section. For

LUSH Bar, it will use fresh fruit, like the ingredient LUSH uses for its products, to make juices,

smoothies and shakes, and each of them is using the product names of LUSH. The cup will be

recycled after the participant finishes their drinks and the straw is made of paper. Furthermore,

each participant would have a ticket, on the backside of the ticket, there is a stamp card.

Participants will get a stamp once they purchase in a booth. When 5 stamps are stamped,

participants can redeem as a 20% off discount LUSH coupon, if 10 stamps are stamped, it refers

to 30% off coupon. In order to save the paper used, customers should bring the stamped ticket

when they purchase in retail stores for verification. The “coupon” must be used during the

2-week market period, otherwise, it will turn to a 10% off coupon. Activity proposal is as follow:

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（Please refer to Appendix 14: Tactic 6 - “Crush on LUSH” Mega-Market)

Rationale

The mega-market exhibition is aimed to raise society's emphasis on cultural and creative

industries and increase the brand engagement of LUSH. From the interview, most of the

respondents thought there is a hope of Culture and Industries in Hong Kong, however, there are

few channels and opportunities for the handmade workers to develop and promote while the

public usually doesn’t know where to find these handmade products. Since LUSH is famous for

handmade products, cares for the community and is always associated with art, it is the best

brand to promote this industry. The reason for hosting a mega-market exhibition at West

Kowloon Cultural District Art Park is because it is a great place that provides a vibrant venue for

open-air performances, art exhibitions as well as cultural events. The mega-market exhibition not

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only promotes the cultural and creative industries in Hong Kong to our target audience but also

encourages them to support and appreciate the development of local culture. Besides, this phase

is the last strike of our campaign “Love from the Inside Out”. From phase 1 to phase 3, we hope

our target audience can feel, express and experience the power of love step by step, it further

sublimates their love from self to the community by taking action.

Media Planning

For promoting the mega-market exhibition to the customers, KOL Facebook and Youtube live

promotion and press kits to the media are used. For KOL Facebook and Youtube live promotion,

we are going to invite some KOLs, such as Whizoo, Arho and Creamy and Emi Wong with

LUSH to have their live stream video in our market just for one day. Firstly, it is to gain more

public attention and awareness of market exhibition. Secondly, it is to actively engage with

customers. Whizoo is a local Youtube channel which has 112K followers. They would create

different themes, funny games and videos to promote Hong Kong. On the other hand, Arho and

Creamy are the illustrators and support local culture whereas the videos of Emi Wong are

focusing on health care and skin-care. Their styles of videos and lifestyles match with LUSH.

Because LUSH is an international brand, it can be added to the localized element to promote

LUSH in Hong Kong. Whizoo and Arho are localized KOLs whereas Emi Wong is an

international KOLs. Apart from that, we will send the media advisory with press kits to the

media to attend our market on the first day (5 March 2021) and gain the media coverage. Our

scented press kits will be five types of handmade wash cards with different fragrances and

artistic backgrounds. It is to promote our market related to arts and handmade crafts. We would

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also print the QR code behind the wash cards to let them scan it and know about our details of

the market. It is to further enhance the brand favorability of LUSH to impress the media.

（Please refer to Appendix 15: Press Kits to the media & KOLs Promotion）

Tactic 7: Continuous Content Posts and Festive Interactive Posts Collections on social media

Description: The Festive Interaction Posts are mainly posted for celebrating the festival,

increasing the sales volume of LUSH by having an interaction with the target audience and

customers. We will choose several festivals, including Valentines’ Day and Lunar New Year in

February, Easter in April, Mother’s and Father’s Day in May and June, Mid-Autumn Festival in

September, Christmas in December and special days (LGBT). The festive discount posts are only

valid for two weeks. Once the “Festive Posts” are posted on Facebook, the customers need to

like our post, give a comment on the post with tagging and share it on their wall. Take

Valentine’s Day as an example, the post mission is to type “I have a crush on you!” and tag three

people and share it. We will inbox the customers with a QR code. The QR code is a periodic $50

coupon. The customers can use the coupon to purchase our products within two weeks and get

our lip balm teaser in return. Different festive posts will have different missions and interactions.

The gifts of response would be periodic $50 coupons and our product teasers. Also, there are

some continuous posts like IG filters and tips of beauty and stay healthy to post on Facebook and

Instagram daily to maintain visibility and active engagement on social media platforms.

（Please refer to Appendix 16: Tactic 7 - Daily and Continuous Social Media Posts）

Rationale

From the research, many people thought LUSH is not enough and they usually use social media

to receive information. By posting the festive posts and continuous posts on Facebook and

33

Instagram, we believe interactive posts would be important to create user-generated contents and

engagement between the customers and LUSH. We mainly post the festive posts on Facebook to

do the interaction and post on Instagram for promotion to raise teenagers’ awareness and

encourage them to use and purchase LUSH’s products. the daily posts like a daily routine for the

TA to see and accompany with them in everyday life.

By providing the QR code, a periodic $50 coupon can be more eco-friendly and high-tech. It is

to fit with the value of LUSH. The product teasers offered to the customers are for festival

celebration, let them try to use our products, enhance their brand experience and be our loyal

customers. It can also increase the users of LUSH. Concerning the post mission, we will use

various question-types to interact with the customers. Our posts' design style and tone for each

festival will be different to attract the customers’ attention.

Festive Post (Valentine’s Day) on Facebook Example

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Media Plan

Timeline for Activities

35

Budget

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Evaluation

I) Evaluation Plan for Objective 1:

● Objective 1: To increase the brand image and knowledge of LUSH within a year

- Increase the users of LUSH by 40% in one-year

- Increase LUSH’s level of brand image as a CSR brand by 70% in one year

- Increase the level of knowledge of LUSH among the public in one year

Evaluation Method: Post campaign questionnaires

To conduct the post campaign questionnaires in late April to late May to evaluate our reach, key

performance indicators and performance of our campaign. We will mainly conduct an online

survey, sending an email to our users and participants. It will investigate their level of cognition,

brand awareness, attitudes towards LUSH. The feedback received from the questionnaires will

insert in the excel to further evaluate the success of campaign performance.

II) Evaluation Plan for Objective 2:

● Objective 2: To increase the engagement of LUSH Facebook and Instagram in one year

- From around 2.5K Facebook likes to 3.5K likes and 20.1K Instagram followers to 25K

- Increase the average number of likes of the campaign related posts to as least 150 in

Facebook page and 400 in Instagram

- Drive at least 100 monthly clicks to the official campaign website from search engines

and social media platforms

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Evaluation Method 1: Daily Media Scanning and Monitoring

To assess the comprehensive performance of LUSH’s online platforms during launching this

campaign, we will evaluate Facebook Analytics and Instagram Analytics every month to analyze

the statistics and results such as the number of likes, followers, shares, and comments generated

from LUSH’s official Facebook page. On the other hand, we will use Meltwater and Divominer

to examine how our users and target audience think about our brand image and performance of

our campaign and each activity.

III) Evaluation Plan for Objective 3 and 4:

● To increase the participation rate of the LUSH campaign by 80%

● To enhance the sales volume of LUSH.

Evaluation Method: Generating a QR code & Participation Monitoring System

We will generate a QR code for the participants when they join our “Crush on LUSH”

mega-market exhibition. Each participant had the ticket with QR code and let us scan the QR

code. It helps LUSH to further calculate the participation rate of our activity. This QR code

generated will be functioned as a ticket or permission, it also will be directly linked to our

participation monitoring system. It will be convenient for us to examine the numbers of

participants each day. Besides, we can calculate our sales volume from retail shops and online

shops per month, and generate the monthly report for the sales volume of LUSH.

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Contingency Plan

Situation 1: The situation of COVID 19 not yet controlled in Hong Kong in or before August.

Solution: For the first phase, we can do the e-commerce announcement of the top 10 winners. If

the COVID-19 situation is not yet controlled well in Hong Kong, we will change the plan by

texting them through Facebook inbox and sending their designed soap or bath bomb by post. The

post will include the participation certificate, thank you card from LUSH and their owned

designed products. Apart from that, we will send the video recording that the process of LUSH

employees made their designed products via Facebook inbox.

On the other hand, we will post their designed product draft with the real products on our

Facebook page and Instagram with tagging the winners. For further promotion of these special

editions designed products, we will send an email invitation to the winners, ask for the phone

interview about their gimmick and ideas. Our public relations practitioners will write a post

about these 10 winners and ideas, the name of designed products will be labelled their name. We

may also link to have an E-exhibition with photos and stories to let the customers appreciate their

design. For these special editions on sale, we can do it in retail shops and online auctions to let

the customers purchase our products and these special limited editions.

Situation 2: The KOLs promotions are not attentive to the target audience & bad weather.

Solution: We will do the research and screening about Hong Kong KOLs to examine whether

they are potential to collaborate with us in terms of their styles, talents, personalities and

reputation. Besides, before KOLs publish their videos on Youtube or any other platforms, we

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will conduct screening to ensure the content, quality and the accuracy of the video. To make the

videos more attractive and credible enough, we will provide and communicate with them with

more detailed information and footage of the event to the KOLs. The main content of the KOL

video will be experimental, informational, humorous and innovative, including the trial of

playing our game, details of this LUSH campaign, their new experience to draw our black pots

and make a bath bomb and so on. To ensure the contents of the video is attentive and attractive

enough to our target audience. For the bad weather of our market, except typhoon signal no.8

and black rainstorm signals are hosted, the market will be postponed. If not, we will still go on.

Situation 3: The participation rate of public competition and mega-market exhibition are low.

Solution: Firstly, we will post the promotion of public competition and mega-market exhibitions

on our social media more often, may around 1 day 1 post to increase the reach and exposure. The

content of each post will provide some incentives with different ways of innovative and

interactive promotion. For example, playing games, interesting stories, filters and animation. It is

to increase the awareness and impression of LUSH to our target audience. Secondly, we will

promote the events or pop up stalls in all our retail shops and train our employees in retail shops

to be more active to post the poster and be an ambassador to promote the public competition and

mega-market exhibition to the customers. Because word-of-mouth is another strong tool to

promote the events of LUSH. Once the customers have designed or joined the experience of a

public competition in retail shops, we can provide some product teasers to them as a gift. For the

public competition, if the participation rate is lower than 200 in the first week, we will contact

and collaborate with 20 primary schools, 20 secondary schools and Art Soc. of universities.

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Conclusion

In this report, we have investigated consumers’ perception and attitudes towards LUSH and

insights for the campaign of LUSH.

Both qualitative (in-depth interviews) and quantitative (online survey) researches were

conducted. The research result revealed that LUSH had insufficient communication means as

they adopted “no advertising policy”. However, respondents associated LUSH with arts. Thus, a

market opportunity of LUSH to combine arts elements in a more premium sense is discovered.

To address the problem stated, a marketing campaign initiative “Love from the Inside Out” is

proposed to LUSH. It is divided into three phases: 1. Self-Love with Health Consciousness, 2.

Family Love, Friend Love and Community Love, 3. Love our Hong Kong. In the first phase, we

reposition LUSH to an initiative brand by launching a game to encourage customers to learn

self-love with health consciousness. In the second phase, a strategy of launching a public

competition of drawing a black pot packaging to express their love to their family, friends and

community, which closely ties with the theme of love. In the third phase, we organize a

mega-market exhibition to support the development of Hong Kong creative industries. The

tactics will cover a set of KOLs and social media promotion, as well as periodic sets of festive

discount interactive promotion that last for the whole campaign.

We hopefully present this report, it could provide inspirational insights to LUSH. We aspire to

increase brand awareness and attitude towards LUSH with passionate encouragement and to

become an industry leader in the future.

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Appendix

Appendix 1: Online Questionnaire 介紹 Introduction 你好!我們是香港浸會大學的學生。我們目前正在進行一項研究，以了解香港消費者對LUSH的品牌傳播和營 銷趨勢。感謝您花費時間進行調查。完成此問卷不會超過15分鐘。您的參與是自願性的。請放心，您的回復將嚴格保密，其使用僅限於我們項目的使用範圍內。以下問題沒有正確或錯誤的答案。您同意我們在簽署同

意書後將您的數據用於學術用途。 謝謝您的合作。Hello! We are the students of Hong Kong Baptist University. We are currently doing a research study to understand the branding communication and marketing trends of LUSH among consumers in Hong Kong. We appreciate your time spent in doing the survey. It will take no more than 15 minutes to complete this questionnaire. Your participation is voluntary. Please be assured that your responses will be kept strictly confidential and its use will only be restricted within the use of our project. There is no right or wrong answer for the following questions. You agree with us to utilise your data for academic use once you sign the consent form. Thank you for your cooperation. 第一部分：LUSH的消費行為 PART I: Consumption Behavior of LUSH Q1. 您聽說過LUSH 嗎？Have you heard about LUSH? ❏ 是 Yes ❏ 否 No

Q2. 您使用過LUSH 的產品嗎？Have you used the products of LUSH ? ❏ 是 Yes ❏ 否 No

Q3. 為什麼使用LUSH 的產品?（可以選多過一項) Why do you use the products of LUSH ? (Can be more than 1 choice) ❏ 可接受價格 Acceptable Price ❏ 產品功用有效 Products are effectively functional ❏ 包裝方便使用 The package is user-friendly ❏ 香氣和芬芳 Good smell and Fragrances ❏ 正面品牌形象 Positive brand image ❏ KOL ❏ 親朋好友 Family and Friends ❏ 免費產品/試用 Free Products/Sample ❏ 其他 Others: _____________

Q4. 為什麼不使用LUSH 的產品?（可以選多過一項) Why do you not use the products of LUSH ? (Can be more than 1 choice) ❏ 價格昂貴 Expensive Price ❏ 產品無法有效發揮作用 Products are not effectively functional ❏ 包裝不方便使用The package is not user-friendly ❏ 香氣不討好Bad smell ❏ 負面品牌形象Negative brand image ❏ 其他 Others: ____________

Q5. 您在LUSH 中使用過哪些類別的產品？ (可以選多過一項) Which categories of products have you used in LUSH HK? (Can be more than 1 choice) ❏ 浸浴及沐浴產品(汽泡彈/啫喱汽泡彈, 香氛皂, 身體磨砂及修護霜)

Bath & Shower (Bath/Jelly bombs, Soaps, Body Scrubs and Moisturisers) ❏ 面部產品 (面膜, 潔膚產品, 爽膚產品, 唇部產品 剃鬚／剃毛產品, 彩妝產品)

Face (Face Masks, Cleansers, Toner, Lip Balms, Shaving and Make-up products )

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❏ 身體產品 (手部& 腳部產品, 袪味產品及潤膚產品) Body (Hand & Foot Care, Dusting Powder and Body lotions) ❏ 頭髮產品 (洗髮露, 護髮素及深層護髮)

Hair (Shampoo, Conditioners, Hair Treatment) ❏ 香水 (沐浴卡, 香水及身體噴霧)

Fragrances (Wash Cards, Perfume and Body Sprays) ❏ 嵐舒水療及水療音樂

Spa Treatments and Music ❏ 其他 Others: _____________

Q6. 在過去的一個月中，您花了多少錢購買LUSH的產品？ How much do you spend on purchasing the products of LUSH in the past month? ❏ 少於$100 Below $100 ❏ $100 - $299 ❏ $300 - $499 ❏ $500 - $699 ❏ $700 - $899 ❏ $900 以上 $900 or above

Q7. 您多久會到訪LUSH店舖？ How regularly do you go to LUSH? ❏ 多於每週一次 twice or more a week ❏ 每週一次 Once a week ❏ 半年一次 Half Year ❏ 一年一次Every Year ❏ 其他 Others: _______________

Q8. 請使用三個形容詞來描述LUSH的商店環境。 Please use three adjectives to describe the shop environment of LUSH. _______________ ________________ _________________ Q9. 您如何看待LUSH的員工服務？What do you think about the staff services of LUSH?

a. LUSH的員工很友好。LUSH staff are friendly.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

b. LUSH的員工很有禮貌。 LUSH staff are polite

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

c. LUSH的員工很用工。LUSH staff are hard-working.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

d. LUSH的員工很對LUSH 的產品很了解。LUSH staff are knowledgeable about the LUSH products.

非常不同意Strongly 不同意 中間 同意 非常同意

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disagree Disagree Neutral Agree Strongly agree

e. LUSH員工的外表整潔。Appearance of LUSH staff are tidy.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

f. LUSH的員工很樂意幫助顧客。LUSH staff are helpful.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

Q10. 列舉一個您只能在LUSH上找到的特別之處。 Name one special thing that you can only find in LUSH. 答案 Answer: __________________________________________________ 第二部分：LUSH 的品牌和參與度 PART II. Branding and Engagement of LUSH 請在以下聲明中表明您的同意程度。 Please indicate agreement and disagreement in the following statements.

Q11. LUSH 對您的品牌形像是什麼? What is the brand image of LUSH to you? a. LUSH 是一個有機的品牌。LUSH is an organic brand.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

b. LUSH是一個有品味的品牌。LUSH is a stylish brand.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

c. LUSH 是對環境負責的化妝品品牌。LUSH is a responsible cosmetics brand to the environment.

非常不同 Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

d. LUSH 是對社會負責的化妝品品牌。LUSH is a responsible cosmetics brand to the society.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

e. LUSH 是對動物測試負責的化妝品品牌。 LUSH is a responsible cosmetics brand to the animal testing.

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非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

f. LUSH 是一個出名的香港品牌。LUSH is a famous brand in Hong Kong.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

g. LUSH 一個能吸引青少年的香港品牌。LUSH is attractive to youths in Hong Kong.

非常不同意Strongly disagree

不同意 Disagree

中間 Neutral

同意 Agree

非常同意 Strongly agree

Q12. 請指出LUSH產品的有效程度 Please indicate the level of effectiveness of LUSH Products. (1: 最無用效 The least effective; 5: 最有用效 The most effective)

a. LUSH產品使我的皮膚和身體保持健康。LUSH products make my skin and body well.

1 2 3 4 5

b. LUSH產品使我更加美麗。LUSH products make me more beautiful.

1 2 3 4 5

c. LUSH產品使我感到放鬆。LUSH products make me feel relaxed.

1 2 3 4 5

d. LUSH產品使我感到乾淨。LUSH products make me feel clean.

1 2 3 4 5

e. LUSH產品增加了我的自信心。LUSH products increase my confidence.

1 2 3 4 5

f. LUSH產品使我感到高興。LUSH products make me feel happy.

1 2 3 4 5

Q13. 您使用什麼渠道從LUSH 獲得信息? （可以選多過一項) What channels do you use to get the information from LUSH ? (Can be more than 1 choice) ❏ 社交媒體 Social Media ❏ 官方專頁 Official Website ❏ 家人和朋友 Family and Friends ❏ 商店 Shops ❏ 雜誌 Magazine ❏ 其他 Others: _____________

Q14. 您如何從社交媒體接收LUSH 的信息?（可以選多過一項)

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How do you receive the information of LUSH from Social Media? (Can be more than 1 choice) ❏ Facebook Page ❏ Instagram ❏ LUSH Youtube Channel ❏ KOL ❏ 微博 Weibo ❏ 微信 Wechat ❏ 其他 Others: _____________

Q15. 您想了解關於LUSH 的哪些信息?（可以選多過一項) What kinds of information about LUSH are you interested in? (Can be more than 1 choice) ❏ 廣告及營銷活動 Campaigns and Events ❏ 新產品發布 New Products Release ❏ 折扣推銷Discounts Promotions ❏ 未來動向 Future Plan ❏ 其他 Others:_____________

Q16. 您如何看待LUSH 現時的推銷方法呢？ What do you think about the current promotion of LUSH ?

非常不足夠Insufficient

幾乎看不到 Barely Seen

還好 Fair Amount

經常看得見 Significantly Seen

非常足夠Sufficient

Q17. 您能推薦LUSH 一個推銷方法嗎？Can you suggest one kind of promotion for LUSH？ 答案Answer: ________________________________________________________________________ 第三部分：香港的文化創意產業 PART III. Cultural and Creative Industry in Hong Kong Q18. 您支持香港的文化創意產業嗎？ Do you support the Cultural and Creative Industry in Hong Kong? ❏ 是 Yes ❏ 否 No

Q19. 為什麼您支持香港的文化創意產業？ Why do you support the Cultural and Creative Industry in Hong Kong? 答案Answer: ________________________________________________________________________ Q20. 為什麼您不支持香港的文化創意產業？ Why do you not support the Cultural and Creative Industry in Hong Kong? 答案Answer: ________________________________________________________________________ Q21. 您對香港文化和創意產業最感興趣的類別？ （可以選多過一項) Which categories of Cultural and Creative Industry are you interested in? (Can be more than 1 choice) ❏ 視覺藝術（繪畫，素描，版畫，雕塑，工藝品)Visual Arts (Painting, Drawing, Printmaking, Sculpture,

Crafts) ❏ 音樂 Music ❏ 表演藝術（戲劇，戲曲和舞蹈）Performing Arts (Theatre, Drama, Chinese Opera and Dance) ❏ 電影和動畫製作 Film and Animation ❏ 廣播電視節目 Broadcast and TV Programmes ❏ 時裝設計 Fashion Designs ❏ 手工製品（食品，娃娃，配件，袋子和蠟燭）

Handmade Products (Foods, Dolls, Accessories, Bags and Candle) ❏ 攝影 Photography ❏ 出版業（新聞製作，書籍，雜誌，棋盤遊戲，DVD，軟件）

Publishing Industry (News production, Books, Magazine, Boardgame, DVD, Software) ❏ 其他 Others: _____________

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Q22. 請註明您對香港文化創意產業的支持度。 Please indicate the level of support of the Cultural and Creative Industry in Hong Kong.

(1: 最不支持 The least supportive, 5: 最支持 The most supportive)

a.視覺藝術（繪畫，素描，版畫，雕塑，工藝品） Visual Arts (Painting, Drawing, Printmaking, Sculpture, Crafts)

1 2 3 4 5

b. 音樂 Music

1 2 3 4 5

c. 表演藝術（戲劇，戲曲和舞蹈）Performing Arts (Drama, Chinese Opera and Dance)

1 2 3 4 5

d. 電影和動畫製作 Film and Animation

1 2 3 4 5

e. 廣播電視節目 Broadcast and TV Programmes

1 2 3 4 5

f. 時裝設計 Fashion Designs

1 2 3 4 5

g. 手工製品（食品，娃娃，配件，袋子和蠟燭） Handmade Products (Foods, Dolls, Accessories, Bags and Candle)

1 2 3 4 5

h. 攝影 Photography

1 2 3 4 5

i. 出版業（新聞製作，書籍，雜誌，棋盤遊戲，DVD，軟件） Publishing Industry (News production, Books, Magazine, Boardgame, DVD, Software)

1 2 3 4 5

j. 其他 Others: __________________

1 2 3 4 5

Q23. 香港文化對您來說是什麼？What does Hong Kong culture mean to you?

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答案 Answer: ________________________________________________________________________ Q24. 香港的文化創意產業對您來說是什麼？ What does the Cultural and Creative Industry in Hong Kong mean to you? 答案 Answer: ________________________________________________________________________ 第四部分：人口統計問題 PART IV: Demographic Questions Q25. 你的性別是什麼？What is your gender? ❏ 男性 Male ❏ 女性 Female

Q26. 你的年齡是什麼？What is your age? ❏ 18 - 25 ❏ 26 - 33 ❏ 34 - 41 ❏ 42 - 47 ❏ 48 - 54

Q27. 你是學生嗎？Are you a student? ❏ 是 Yes ❏ 否 No

Q28.你的工作狀態是什麼？What is your job status? ❏ 全職學生 Full Time Student

❏ 學生，但有做兼職 Student but have part-time job ❏ 已工作 （兼職） Working (Part-time) ❏ 已工作 （全職）Working (Full-time)

Q29. 您目前的學歷是什麼？What is your current educational level? ❏ 小學程度 Primary school education ❏ 中學程度 Secondary school education

❏ 文憑程度Diploma

❏ 副學士／高級文憑程度 Associate degree/Higher Diploma

❏ 大學學位程度 Bachelor’s degree

❏ 碩士程度 Master’s degree ❏ 博士程度 Doctorate degree

Q30. 你一個月的收入是多少？What is your income in a month? ❏ $0 - $5000 ❏ $5000 - $10000 ❏ $10000 - $15000 ❏ $15000 - $20000 ❏ $20000 - $25000 ❏ $25000 - $30000 ❏ More than $30000

~END OF SURVEY~ THANK YOU

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Appendix 2: In Depth Interview Questions Q1. 請簡單介紹自己。 Q2. 您根據什麼標準去選擇護膚產品呢? Q3. 您基於什麼標準去選擇化妝品? Q4. 您使用LUSH 的產品多長時間? Q5. 您最常使用LUSH 哪種產品？為什麼? Q6. 為什麼選擇使用LUSH的產品? Q7. 用三個關鍵字描述LUSH。 Q8. 你為什麼選擇那三個關鍵字描述LUSH？ Q9. 請使用三個形容詞來描述LUSH的商店 Q10. 你為什麼選擇那三個關鍵字描述LUSH？ Q11. 您如何看待LUSH與其他有機品牌之間的分別？為什麼？ Q12.您認為LUSH HK在幫助香港社區方面做了什麼？ Q13. 您以前參加過LUSH HK的任何廣告及營銷活動嗎？ (如果有的話，您可以與我們分享您的經驗嗎？) (如果沒有的話，為什麼您不參加這些廣告及營銷活動呢？) Q14. 您如何看待LUSH與藝術之間的關係？ Q15. 香港文化對您來說是什麼？ Q16. 您支持香港的文化創意產業嗎？為什麼？ Q17. 您如何看待香港的文化創意產業？有什麼看法呢？ Q18. 香港的文化創意產業對您來說是什麼？ Q19. 什麼平台或渠道會讓您更想知道LUSH HK的活動？ Q20. 通常有什麼吸引之處會觸發您去參加LUSH 的活動？ Q21. 您如何看待LUSH 現時的推銷方法呢？您能推薦LUSH 一個推銷方法嗎？

多謝你抽空接受訪問

49

Appendix 3: SWOT Analysis Appendix 4: Infographics of TA Profile

50

Appendix 5: Tactic 1 - Launching “My LUSH Factory” Mobile Game

Appendix 6: Phase 1 - KOLs Promotion on social media

a) ArhoTV Youtube Video Promotion b) DingDing Youtube Video

51

Appendix 7: Tactic 2 - Game Design Contribution Function (Social Media Posts)

Appendix 8: Tactic 3 - Charity Sale Poster

52

Appendix 9: Phase 1 - Video Recap of tactic 2 and 3 on social media

(1.5 mins Video Recap)

53

Appendix 10: Tactic 4 - Competition Poster and Booth in Retail Shops

54

Appendix 11: Tactic 5 - Farmily Day Poster

Appendix 12: Photo Review of Farmily Day

55

Appendix 13: Illustrators & Social Media Posts Promotion

Appendix 14: Tactic 6 - “Crush on LUSH” Mega-Market a) Mega-Market Poster with Demo of LUSH Bar

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b) Floor Plan + Schematic Diagram

c) Tickets (including Stamp Card, Free Drink)

(The first side)

(The second side)

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d) Infographic of activities for the mega market

e) Earned Media (Weekend Weekly Page) The big size photo is the schematic diagram of the Market

58

Appendix 15: Press Kits to the media and KOL Promotion

a) Press Release Sample from LUSH (English Version)

59

b) Press Kits to the media (1 Set of 5 Scented Wash Cards)

c) Media Contact List

d) KOLs/Illustrators Contact List

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e) Media Advisory

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e) KOL Live Promotion (Emi Wong)

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Appendix 16: Tactic 7 - Daily and Continuous Social Media Posts a) Social Media Posts

b) QR Code $50 Coupon c) Two IG Filters

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● Biron, B. (2017, January 19). How Lush Cosmetics has built its brand on social media. Retrieved from

https://www.brandknewmag.com/how-lush-cosmetics-has-built-its-brand-on-social-media/

● Census and Statistics Department, (2015). Thematic Household Survey Report No. 54. Retrieved from

https://www.statistics.gov.hk/pub/B11302542015XXXXB0100.pdf

● Cosmetics and Toiletries Industry in Hong Kong. (2019, September 3). Retrieved from

http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/C

osmetics-and-Toiletries-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X006S6I.htm

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and-Trade-Information-on-Hong-Kong/etihk/en/1/1X000000/1X09OVUL.htm

● Employer of Choice Awards. (2014). LUSH Fresh Handmade Cosmetics. Retrieved from

https://employerofchoiceawards.com.au/2014-winners/lush-fresh-handmade-cosmetics-2014-eoc/

● Ho, S. (2019, September 26). Consumer Trends: Conscious Beauty Packaging & Vegan Products On

The Rise At Natural Organics Asia Show 2019. Retrieved from

https://www.greenqueen.com.hk/consumer-trends-conscious-beauty-packaging-vegan-products-on-the

-rise-at-natural-organics-asia-show-2019/

● Keepthinking. (n.d.). Art Park. Retrieved from

https://www.westkowloon.hk/en/the-district/architecture-facilities/art-park

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● Kumar, V. (2016). Perspective of Natural Products in Skincare. Pharmacy & Pharmacology

International Journal, 4(3). doi: 10.15406/ppij.2016.04.00072

● Lush Cosmetics Hong Kong & Macau. (n.d.). Retrieved from https://hk.lush.com/

● Natural Skincare & Make up Products: The Body Shop Hong Kong. (n.d.). Retrieved from

https://www.thebodyshop.com/en-hk/

● Nielsen Cosmetic Panel. (2017). Retrieved from

https://www.nielsen.com/hk/en/insights/article/2017/hong-kong-female-consumers-spend-over-4000-o

n-skincare-and-cosmetic-products/

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from https://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID=002&ID=0 &productType=8

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https://doi.org/10.1016/j.sbspro.2012.09.1119

● Stabile, A. (2020, January 27). Lush cosmetics raises money for Australian wildfires with

koala-shaped soap relief fund. The Fox Business. Retrieved from

https://www.foxbusiness.com/lifestyle/lush-australian-wildfire-animals-koala-soap

● The Cultural and Creative Industries in Hong Kong: Census and Statistics Department. (2019, June

17). Retrieved from https://www.statistics.gov.hk/pub/B71906FB2019XXXXB0100.pdf

● Web-Services. (2019, January 24). We're good with our hands: Inside Lush Manufacturing. Retrieved

from https://hk.lush.com/article/were-good-our-hands-inside-lush-manufacturing

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