Lush Times Case Study

For 25 years now, Lush have been working their magic on the planet. The global cosmetics manufacturer and retailer was founded in Poole, Dorset, in 1995 by six co-founders –Mo Constantine, Mark Constantine,Rowena Bird, Helen Ambrosen, Liz Bennett and Paul Greeves.

Emerging from the demise of a previous mail order business called Cosmetics To Go — a massive success that collapsed through a combination of over-trading and flooding — it was the same team who created this new venture called Lush.  Today it produces and sells creams, soaps, shampoos, shower gels, lotions, moisturisers, scrubs, masks and other cosmetics for the face, hair, and body.  They are well known for their bath bombs that fizz and cause a spectacle when dropped in water, creating an array of colours and fragrances.  Lush products are 100 per cent vegetarian, and 85 per cent of the products are vegan. They often contain fruits and vegetables and are made
in factories — or “kitchens” as the staff calls them — in several places around the world. These include Poole in Dorset; Toronto and Vancouver in Canada ; Zagreb in Croatia ;Dussseldorf, Germany; and Australia.

Lush does not buy from companies who carry out, fund or commission any animal testing.  All Lush products boast stickers of the actual compounders who made the product — a unique way to know not only who handmade your product, but on which date.  The company also offers customers a way to recycle used black pots by bringing empty ones back to the store for a free Fresh Face Mask for every five returned. Lush believes all business should be ethical and all trade should be fair. Individual companies should not stand out simply by not being damaging or unfair. No company should be trading from an unethical position and society has a right to expect as the norm fairness and resource stewardship from the companies that supply them. “We want to leave the world a Lusher place than we found it and that is a guiding statement we use to make many decisions” said Lush.

In-store catalogues were previously titled as the Lush Times and were produced in a newspaper-style format. Lush Times stopped printing around eight years ago, but the company decided to bring it back at various special times. Sometimes it was to celebrate ethical issues like Regeneration, and others to show product innovation like Fresh.  The latest edition was worked on throughout the Covid-19 lockdown.  It is printed in tabloid format on 52gsm newsprint, stitched and trimmed,  with 11 edition changes to cater for the 11 language versions that were distributed to Lush shops across the world.

Lush said: “This latest edition coincides with our 25-year anniversary and it felt like the right way to honour our heritage but keeping looking forward too. We have included scannable icons throughout the magazine so that the customer can engage with print in a more interactive and innovative way than we have done in our previous printed communications. At the heart of Lush is great customer service. We believe in giving five-star customer service at all times and that means providing information in lots of different ways to our ‘Lushies’. “Through video, social media, product labels, and magazines too.  We wanted to keep the printing of Lush Times within the UK if possible and Reach Printing Services proved not only to be competitive, but have a rich history in printing for all parts of the UK.”

Mick Crawley, operations manager at the Luton site, said: “It was fantastic news to gain the printing of the Lush Times after investing in the technology to compete in the commercial market.  The Lush Times is printed on 52gsm Palm News at speeds of 80,000 copies per hour at 2000dpi. Maintaining density and register to IFRA colour standards. Colour proofs for matching are provided via a GMG Color proofing suite. The product will be stitched in line, and trimmed offline. Trimming capacity is in excess of 500,000 copies per day . The technology push allows us to offer newspaper turnaround times, hit key markets and dates with the latest news, prices and offers at higher resolutions than standard newspapers, plus higher speeds and shorter turnaround times than many commercial printers.”

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