From Lush Cosmetics
“Vodka margarita exfoliates and cleanses tired skin
Generous portions of fine and coarse sea salt line the rim of an enriching facial scrub to wash away everyday grime. Ocean Salt refreshes, nourishes, and tones, all while smelling deliciously of violet and lime. Butters of the avocado and coconut variety take the edge off, moisturizing and softening your face to reveal a brighter you. Try it on other parts of your body as well and take a trip to Margaritaville without the hangover.”
From Lush Cosmetics
“Vodka margarita exfoliates and cleanses tired skin
Generous portions of fine and coarse sea salt line the rim of an enriching facial scrub to wash away everyday grime. Ocean Salt refreshes, nourishes, and tones, all while smelling deliciously of violet and lime. Butters of the avocado and coconut variety take the edge off, moisturizing and softening your face to reveal a brighter you. Try it on other parts of your body as well and take a trip to Margaritaville without the hangover.”
Tell me that description isn’t one of the most unique and effective product explanations you’ve ever stumbled upon! The mental images painted by the words evoke an overwhelming compulsion to buy a jar and start experiencing life in a tropical paradise. Wow! That must be SOME face cleanser!
A couple of years ago, I read about Lush Cosmetics in Fast Company magazine. My internal marketing junkie got all juiced up on adrenaline, my pulse quickened, and I went running for the closest computer with Internet connectivity. I HAD to learn more about this company and product line. What I found has floated around in my brain for the past few years because it is the most impressive and well planned marketing campaign I have personally experienced. When the time comes for me to begin a business, I fully intend to co-op (copy) as much of this game plan as possible!
You have already seen the effort utilized to create tantalizing product descriptions. The Lush E-Commerce website is loaded with original products made with mostly fresh, organic fruit and vegetables, the finest essential oils and safe synthetics. Each item comes with a sticker featuring a caricature of the actual person who mixed up that particular batch of whatever item you ordered! How cool is that?
Once you order something, you start receiving the visually stunning Lush Times Catalogue, which looks like a cross between a comic book and a newspaper. It’s unlike anything you have received before, and I guarantee you will want to order something. It’s truly an amazing sales tool.
The moral of the story is that creating an organized, well thought out marketing campaign is well worth the effort. I suspect this mindset was infused in the culture of the company from the very beginning, but it doesn’t mean it’s too late for your business to change. Find unique ways of differentiating your products/services. Be original! Be bold! Tell your story in all of your marketing and infuse it with your passion!
What product or service would you advocate with this intensity? Please share it with the CBT audience by posting a comment after this blog entry.
Tags: advertising, catalogue, CBT, E-commerce website, Fast Company, Lush Cosmetics, magazine, marketing, sales tool, website
Categories: Advertising, Business Development, Marketing, Sales.
