Founder Mark Constantine of LUSH Cosmetics keeps it real with thousands of self-proclaimed “Lushies” on its online forums who chat with Constantine and his staff. Here you see back-and-forth debate and straight talk usually reserved for friends.
Customers often plead the case for products scheduled for extinction. LUSH lets people know ahead of time so they can stock up on their favorites headed for the chopping block. These exchanges set the tone for the honest, passionate, and straightforward relationship the rest of the company is encouraged to build with customers.
Likened in the media to Willy Wonka, Constantine orchestrates a cacophony of wild discovery techniques to find the scents (and textures) that will explode in the bath or soothe the skin, transporting LUSH customers to their quiet reverie. Some would say LUSH has drawn women back into the bath. LUSH has elevated the art of taking baths with the invention of the “bath bomb,” calling it “a giant Alka-Seltzer for your tub.” For the $7–$9 price of a bath bomb, they provide a bit of therapy for the soul. Laugh if you want — LUSH is laughing all the way to the bank. This unique, all-natural company, which hires people to crack open coconuts and peel mangoes to make its products, has created a legion of followers. LUSH Cosmetics has blossomed from one store in 1995 to more than 600 shops worldwide.
Companies become beloved because of how they connect with customers and how they connect in their customers lives.
- They relate personally with customers.
- Their personalities come through during interaction with them.
Read how Lush decides with clarity: How Fresh Are You?