Dare to fantasize

Creative BriefWhy are we communicating? Capture the attention of appropriate audience members and redefine the image of our brand.

Who are we talking to? Women in general, specifically 18-35 year-old women. She is young, fresh, hard working and uses Lush to embrace her confidence, desire and luxurious needs. She wants to feel relaxed and important in every day life.

What’s the Problem and Opportunity? Lush is perceived as a very whimsical brand, and despite their focus on environment and animal rights, they are not perceived as a high end brand. The awareness that is out there (not that much) is a split mix between viewing it as worthwhile vs. not. There is opportunity to re brand lush and open the minds of our audience.

What should our communication do? How will it do this? This campaign should effectively reposition the brand as luxury and elegance. It should also directly target our demo-graphic and be relatable to women.

What is the strategic idea? The Lush brand provides confidence, sensuality, luxury and elegance. Embrace it.

How will we support this idea?Lush brand: natural, fresh ingredients made to clean for all basic needs

A confident fantasy: Bath products are made to empower and enhance the inner you.

A colorful brand: Ability to embrace her inner most desires with the utmost excitement and poise.

Creative ConsiderationsFantasy…Endluge in it.

What are the deliverables?Three print ads, one flyer.

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Dare to fantasizeWhat is your inner goddess’ fantasy? LUSH Cosmetics wants to hear what you fatasize

about when you treat yourself. Send us your most luxurious fantasy to name a new bath product. Make your dreams come to LIFE.

For more information go to lushusa.com/fantasy.

ResearchPrimary & Secondary:Through a survey conducted, it was found that about 50% of respondents are aware of the Lush brand. Keep-ing this and the fact that most respondents were female in mind, only about half of these people had ever tried a product from the company. For those who have experi-ence actually using the products found that they worked extraordinary well, and appreciated their involvement with philanthropic causes. However, those who had not tried the products had an image in their head that Lush was not a high-end brand. By asking these series of ques-tions, we also found that when shopping for cosmetics and/ or bathroom products, consumers are looking to feel clean, confident, sexy and indulgent. Another note was that no one recalled seeing any advertisements for the brand, with the main publicity being word of mouth.

Secondary research was conducted on the existing Lush website. We found that by simply looking at the site, the entire company put off a very whimsical image, which, backed up by our primary research, can be conflated with the idea of not being quality. There are also two separate logo’s (one more sophisticated than the other), which causes inconsistency and confusion among consumers. We found that Lush takes their involvement with the environment to heart, and channels that through their physical image.

Meet Lindsay...A 21 year old, recent college graduate who just entered the work force. She is confident, personable, and passionate and loves to be around people. Through the wear and tear of her busy day at the PR office, she comes home wanting to unwind and feel her best before hitting the town for a special night out. She always looks forward to lighting candles and dropping a bath bomb into her tub for a moment of ultimate

Goals & ObjectivesThe goal of this campaign is to give our demographic an entire-ly new brand image in association with Lush. Straying from familiarity, the goals and objectives of this campaign circu-late around the idea of allowing women to feel as if they are indulging in a quality, luxurious and rich brand. No matter what that entails, allowing our audience to embrace sensual-ity by using our product is the main focus of this campaign.

StrategyIn order to meet these goals, it was decided that a print ad campaign would be most effective in conveying the image of luxury and sensuality for our target audience of young wom-en. Due to the essence our ads give off, it was decided that the best medium for placement would include publications target-ing mostly women: Cosmopolitan, Elle, and Glamour. With these resources, there is a much higher degree of certainty that our intended message will reach the appropriate audience.

luxury.

The Big Idea

Dare to fantasize

CreativeToneThe tone of this campaign embodies desire and fantasy. We want our au-dience to feel a sense of luxury and worth when viewing these ads and know that they, along with the Lush brand, are nothing but important. physical image.

The Promise To make you feel important, sexy and confident with a quality product.

VisualsOn our trend board, we came across a photo of a mermaid in a milky bath which inspired us to envi-sion Lush as a brand that could put someone on another level. We de-cided to take the idea of the mer-maid and give make it more human-istic in our ads so that our target could easily relate to real women using the products. We want them to know that they, too, could feel a sense of fantasy and sensuality by using Lush.

CopySimilar to the visuals, we chose the tagline “Dare to Fantasize” to in-trigue our audience and success-fully target/reach our specified au-dience.