The advertisement above was done by a company called LUSH which sells handmade vegan cosmetics. LUSH’s products range from shower gels and lotions to cosmetics for the face and toothpaste tablets. Although this advertisement was not directly advertising their most common cosmetic products, it aided in broadcasting their eco-friendly and cruelty-free company values.
This advertisement was made to show consumers that whatever product they order from LUSH would be packaged in 100% eco-friendly materials known as ‘EcoFlo’.
The advertisement is in a still-based form. The image does not require much interaction to understand its message. The writing is simple and states: “Our gifts are packaged with 100% biodegradable…pellets called “EcoFlo””. Alongside the white writing placed centrally in the lower half of the image, a woman is lying naked in a pile of the EcoFlo pellets while posing as she eats them.
The text elements are a central focus of the advertisement. The main headline is the company’s name written in the biggest size. The font seems like it is almost hand-written, giving the title a friendly and approachable feel. This communicates a modern, clean, and eco-friendly look. The second largest writing on the advertisement is the subheading that states: “Good things come in smart packaging”. Smart packaging suggests that the EcoFlo pellets are well-designed and environmentally friendly to deliver LUSH’s great products.
The composition of this advertisement allowed for a bright, clean, and arguably body-positive effect on LUSH’s audience. In the direct middle of the advertisement not only do we have the main headline in bold capital letters, but behind it, the naked woman is placed centrally creating a focal point to the middle of the image. Surrounding areas are filled with the simplicity of hundreds of little white EcoFlo pellets. The point of view is facing directly down onto the woman as if the audience was placed directly above her as she looks into the camera, construing a message that the audience is a part of the advertisement as well.
The message I believe the advertisement is trying to convey is that their company uses biodegradable and eco-friendly packaging, which was done successfully. This message was conveyed through the pictorial elements of the pellets, the woman lying in them, the colour white being used, and even the text displayed. All the elements tie together well to convey LUSH’s message.
The ad seems to be aimed at environmentally conscious consumers, possibly even a younger demographic who value sustainability in the products they use or gift. I think LUSH’s ad was very effective in reaching this specific audience due to the design and message of their advertisement. For me, I find it interesting that LUSH made an advertisement specifically catered toward their packaging pellets. It demonstrates their intentionality and care for the details and that their company’s values are applied from production up until delivery.
Although LUSH is a company that I am very familiar with and have previously purchased from, the company “EcoFlo” is not one that I was familiar with before encountering this ad.
According to an article by authors Shane Timmons, Ava Whelan, and Claire Kelly, “Increasing demand for sustainable products and services has amplified the prevalence of greenwashed advertisements in recent years, with now growing interest in developing methods to help consumers identify misleading claims” . Their research has found that such interventions may merely increase skepticism for environmental claims more broadly, meaning sustainable brands that are not already familiar to consumers will struggle to convey their message. Essentially the more companies that use greenwashing make it more difficult for fully eco-friendly companies like LUSH to be set apart.
The article “The Contribution of Green Marketing to Brand Strengthening and Consumer Loyalty: The LUSH Case” covers how LUSH is known for their eco-friendly products. The company integrates environmental and societal responsibility into their brand identity. LUSH’s marketing goes beyond my chosen article. Majority of their advertisements as the article mentions, state their 100% natural and cruelty-free ingredients, their ethical production, fresh cosmetics, and 100% vegetarian ingredients. The article also highlights the benefits of ‘green marketing’, including its ability to create unique relationships with their customers and attract attention in the media for their differentiation from other cosmetic competitors.
The article “Deconstruction of the Capitalist Discourse – Creating an Advertising Narrative on the Example of Lush Cosmetics” covers a variety of topics concerning LUSH’s global branding. The article not only covers the ways in which a company like LUSH combats capitalist messages through their ability to oppose mass production and exploitation in the cosmetics industry, but the article also covers the activism LUSH participates in through their branding. Their ethical productions, as this article mentions, is not only of great benefit for the environment but their company’s identity sets them apart from other cosmetic brands that encourage high levels of consumerism and materialism.
The final reputable source I found was a study done by the University of Tuscia. In their study they unpacked several different companies that claim to be ‘sustainable’. In this study they found that LUSH is true to their manufacturing process of non-preservative production. They confirm that LUSH’s commitment to sustainability has been successful, and their products have been 100% recyclable and minimized CO2 emissions .
References
Timmons, Shane, Ava Whelan, and Claire Kelly. “An Experimental Test of a Greenwashing Inoculation Intervention: Effects on Identification, Trust and Intentions.” EconStor, September 2023. https://hdl.handle.net/10419/296732.
Cham, Springer. The Contribution of Green Marketing to Brand Strengthening and Consumer Loyalty: The LUSH Case, October 22, 2021.
Dolfić, Marin. “Deconstruction of the Capitalist Discourse – Creating an Advertising Narrative on the Example of Lush Cosmetics.” ODRAZ, October 3, 2022.
https://repozitorij.ffzg.unizg.hr/islandora/object/ffzg:6896.
Fortunati, Simona, Laura Martiniello, and Donato Morea. “The Strategic Role of the Corporate Social Responsibility and Circular Economy in the Cosmetic Industry.” MDPI, June 23, 2020. https://www.mdpi.com/2071-1050/12/12/5120.
“Lush Fresh Handmade Cosmetics: Vegetarian & Cruelty Free.” Lush. Accessed October 1, 2024. https://www.lush.com/ca/en_ca?gad_source=1&gclid=Cj0KCQjwu63BhC9ARIsAMMTLXRfdY8QEi8bMaqguZ-Zzb-fgHfWZ6R2_NOgzw67XWm8Xc6tZD-LuLQaAoc0EALw_wcB.
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