Lush Cosmetics: Brand Identity

Lush Cosmetics’ Branding Design and its Impact on the Brand Equity in Japan

Background Information Brand identity is the combined message that a business transmits to its audience through its logo, brand name and visuals. It is the larger and distinctive visual look that an organization is associated with. Once the process of designing a logo has been completed, the finished design can then be applied to a number of applications for instance letterheads, packaging materials and advertisements among others. However, this is only rubberstamping a logo, and does not necessarily translate to a fully developed brand identity. An effective or functional brand identity should be recognized even without the presence of a logo. While the logo and other

However, as Beerling (2009 pp. 4) states, this could not be any further from the truth because the beauty industry caters to all persons in society, irrespective of age, gender, skin color, ethnicity and economic background. His research goes on to explain that the foundation of the industry is based on products and services aimed at helping people look their best. It goes beyond the conventional make up, perfumes and hair color to include toothpaste, hair clippers, the salons, barber shops, massage parlors and tanning beds among others. Within each of the specific segments, there are products suited for different skin tones, textures, different ages, different hair types and colors, different sexes, particular allergies and even for specific times of the day. At the onset, these differentiating factors cause problems for consumers. However, brand loyalty is built once the consumer identifies with the products that suit them

For instance those products promising to use natural raw materials or not to carry out animal testing of their products are more likely to have loyal niche markets. On the other hand, service providers differentiate themselves from the competition through pricing, location and identification of their target markets. Profitability also highly depends on the type of products used. In essence, between 5-15 percent of revenue in the beauty service industry is sourced from product sales (Yano Research Institute 2015, pp. 4-7). Additional information from the research carried out by Yano research Institute (2015 pp. 3-6) shows that the beauty industry is almost resistant to economic dips. This was especially noted during the 2008 Great Recession. As much as consumers tend to be overly conscious to the market prices during those periods, there is no significant change in their spending habits. With rising per capita incomes being currently experienced therefore, the cosmetic industry is one blooming