As a business, Lush has many characteristics that I admire and applaud. They’re a socially responsible company which is something that I look for when choosing a brand. They are environmentally friendly, use "naked" packaging to help eliminate waste and are against animal testing on their products.
As a brand, they chose to act in accordance with their beliefs and are proud of that. Because of this, their customers can feel confident when they make a purchase that their money is going to support good causes and help in various ways – I know I feel that way. They’re also transparent with where they purchase their materials and ingredients. They support local farms and suppliers and that all reflects in their brand image.
Speaking of brand image, Lush also has a cohesive and recognizable brand aesthetic. They use a simple and modern color scheme and maintain consistency in the fonts and images across their website, marketing assets, packaging and advertising. It’s easy to tell Lush apart from other cosmetic and beauty products.
Overall, I really admire this brand for their socially conscious actions and their consistency in branding and communication. They embody their values and that resonates well with their customers and those who follow them.
If you take away one thing from this, it’s that, as a brand, staying consistent and transparent with your values is key.