But in order that our work has added value, we decided to move towards products not tested on animals, because it is a subject close to our heart at all and it seems important to educate people about . Thus by taking and presenting to other students during the oral we will be affected other young women and men. We will focus on the company LUSH for this work. We will present his identity in the first chapter, we situate its market through its environment in Chapter Two. In the third chapter we discuss the SWOT analysis of the company and we try to determine its operation. And finally, we will discuss the different functions within the company in chapter four. We conducted this work with the particular help of an interview with the deputy manager of the LUSH store in Brussels, documents that we have received by email during our initial contact with the responsible press LUSH but information found on the internet, on the site of LUSH or another.

IDENTITY OF THE COMPANY Creators and historical abroad Lush was born in Poole, in southern England, in 1995. This is a team of five experts in natural cosmetics, all united by the same vegetarian convictions, who founded the brand. Originally the project: Mark Constantine, Chairman LUSH recently. The "creed" LUSH is the use of ingredients with fresh fruits, vegetarian or vegan, and the most emphatic rejection of any form of animal testing. Trichologue1 Initially, he began as a freelancer in the development of shampoo and conditioners containing plants. He worked in collaboration with "The Body Shop" for fifteen years. He then created "Cosmetics To Go" operation of mail which was a success at launch, but that did not last, and the company collapses. Always supported by his team, they decided to develop new formulations that boost the effectiveness of products manufactured exclusively from the freshest ingredients, vegan and vegetarian (egg products) ... Clients (DAS) LUSH is not specific to a particular target. In fact, they are designed as well as adolescents, older women and men as well as entire families. It is certain that men are not all the same vision LUSH than women, and they will not get them in the same store, it is clearly female. Nevertheless, the men accompany their wives and buy anyway. They return only then. They do not feel affected by LUSH but is better off going there because LUSH has a range of products specifically male. Trichology: is a science that can identify and treat conditions mediated by the hair. Trichology is practiced all humans on the animaux.Ces care Trichology are usually given by a / a trichologist (eg Canada) or trichologist (eg in France). There are different software used by the Trichology brand products to implement care. One of them is called TrichoAGcenterTM increasingly used in Canada. They want everyone to take as personal philosophy is: use totally organic and non-treated animal products. 1.2.1 Type of goods (DAS) . In English, "Lush" means "lush, juicy and tasty," as are the signs of the brand and especially their products (more than 200). LUSH is also known for its original presentation of products and a range of cosmetics quite innovative and unique, such as Ballistics, massage bars and solid shampoos. LUSH sells exclusively cosmetics and a wide range of products 2. Example: cosmetic for the bath, the shower, soaps to cutting the hair, face and body care and fragrances.

1.2.2 Industry LUSH is positioned on the cosmetic market and welfare. In addition to being a cosmetic LUSH products have real effects caregivers and brand emphasizes well on it. This is almost a key word for them, make it look good, feel good while having a positive effect on the body and a healing effect. In this line of thought begins to open LUSH SPALUSH playing as synesthesia, that is to say the fact to all the senses to develop his body. There is only one SPALUSH open in Europe and is situated in England. LUSH and trying to expand its portfolio of activities. It is only in draft form for the moment where the fact that we did not do any more hints than that in our work

1.2.3 Economic Sector is part of two economic sectors: The secondary and tertiary. Secondary because there are processing raw materials when creating LUSH cosmetics. And tertiary because there are sales service to consumers in LUSH stores across the world. 1.3 Where? We decided to concentrate on the Lush store in Brussels. The store is located at 38 Rue des fripiers near Rue Neuve . 1.4 When? LUSH arrived in Belgium five years ago are installing first store in Cork (27-29 rue Pont d'Ile, 4000). Then the second LUSH store opened in 2008 in Antwerp (2 Keyserlei, 2000). And finally in Brussels on 22 but 2009. So there are three stores in Belgium. The Belgian plant is located in the accounting of the company Hovereide (which is legal in legal terms for a small business). Both stores are in the French speaking part of Belgium depends on France, and the store in Antwerp in Holland. For stores of both communities salaries come from Holland. To supply everything comes from England. Communication is managed by France and administrative is Hovereide Belgium. Worldwide, there are more than 600 stores in 43 different countries (including Australia, Japan, USA, Canada ...) 1.5 Why? 1.5.1 Mission of the company LUSH makes effective cosmetics, and fresh fruit and vegetables, essential oils of the highest quality and synthetics without dangersLUSH believes it is possible to dispense with the use of materials of animal origin and work only with suppliers who test their ingredients on human volunteers. They make their products by hand, print their paper labels and invent their

. 1.5.2 The objectives of the company's products must offer good value for money. LUSH wants to differentiate itself from its competitors by the values of the company and the fact that customers are knowledgeable about their products, their sources and their benefits. LUSH wants to be known for the quality of its products and the fun side of them without using traditional advertising. The company wants to expand its presence in different territories3.

1.5.3 The strategy of the company's communication strategy LUSH is that word of mouth. This may seem totally off base in a time like this, but this is again part of their philosophy. In order to LUSH, that paying people to do their advertising is totally at odds with their ecological principles. Indeed, first of all at the paper advertising, if the company did, the media would not necessarily 100% recycled paper for example. But mostly LUSH not advertise because it prefers to put this money into their products and research to always give quality to the consumer. The company is aware that by the choice of advertising by word of mouth, the reputation of the business will grow much more slowly than if they did. But that does not bother them. To make themselves known, so LUSH uses four communication through public relations by partnering with events affecting the nature, save the planet or ecology. In addition, LUSH made about her through her production hall which is very environmentally friendly and has already received awards in the field (including their system of energy production through solar energy) . The business strategy is to make quality products, which, despite their costs can suit any person. For this, the brand has different packaging according to different budgets (small youth and larger for those who work).

1.6.1 Size LUSH is a company of only 15 years, which because of its communication strategy, is still not very popular among business (compared to "The Body Shop" or " Yves Rocher ") LUSH is all about its sales force and is central to its business. When recruiting, LUSH looking for the right person and the right personality that fits his image. Young, smiling, friendly, good-humored, the guests and especially able to clearly explain the use of branded products for each product for a particular purpose as all products and some have no explanatory packaging such as soaps or cutting ballistics. 1.6.2. It will be mostly shopping streets where there are lots of way. This is why LUSH has been slow to open in Brussels, they were waiting for the right place is available. Eg street fripiers Brussels LUSH had to wait a goodwill is released in order to establish his shop.

1.6.3 Legal form Lush is an LLC (limited liability company) with a share capital of € 3000. In Belgium the legal form is called NV. 1.6.4 Methods 1.6.4.1 Organizational stores in Belgium, the staff is never greater than five. Knowing that there are only two who work days. Eg LUSH Brussels there are 3 full time and 2 part-time. The shops consist of manager, manager and adjoins three sellers Relations between the different agents within LUSH shops. 1.6.4.2 Harmonization of stores in all LUSH stores there are the interests of harmonization. If you go into any LUSH store, you will not be out of place. However, this harmonization depends on the country and the age of the stores. The furniture is made according to the stores, and they are made by German craftsmen. If boutique5 is older she will be an older and therefore different furniture stores recent but still in the same style furniture. The store in Brussels has the most recent concept. However a new concept much more refined will see the light for toddlers corner shops found in galleries such as galleries stations. Much more refined because the concept is LUSH need it overflows everywhere. Indeed, LUSH means "lush." The layout of the product is the same in all the stores when we go inside it's like to "cosmetics market" because the products are arranged as in a market. The new concept, he does not expose many products and will be more sober. Vendors also are "harmonized". Each vendor must be dressed in black or black and white with a white apron. Example of how to display the products at LUSH

1.6.5 Suppliers to various and diverse suppliers. Indeed LUSH fetches these products around the world, whether in Morocco for the Rasul (purifying mud) or Indonesia for oil ... LUSH attaches great importance to these suppliers, and sign a contract with providers who agree to sign their charter. That is to say that by agreeing to become providers LUSH they undertake to respect the ethics of the store, and the environment and not only with the company LUSH but also with all other clients. Requires that suppliers have a good image even when they do not deal with LUSH. In order not to affect the ecological image and defendant of the nature and animals. In addition, pay attention to the fact LUSH enrich the country where it fetches these materials and not impoverish creating wealth schools ... For everything else (fruits, vegetables, eggs ...) LUSH provided near its factory in Poole "LUSH EXPORT" in England from farmers in the city. 1.6.6 Delivery For deliveries LUSH uses means of transport such as the boat (and are totally against delivery via aircraft). Inside the country, the goods are delivered by truck. The delivery companies are

THE COMPANY AND ITS ENVIRONMENT 2.1 Research Quality As previously stated, LUSH focuses all possible resources on the quality of its products. They even do not advertise for it. This really is the key word at LUSH that the quality of their products is really impeccable. As we saw in the "suppliers" part of the first chapter, LUSH is very picky about the origin of its products. Some components must be tested on animals, or be of animal origin manufactured by a company that does not respect the ideals of LUSH (ie environmental, enrich the poor supplier countries, respect of nature). Product quality is very important for LUSH and is part of their brand image conscious nature and animals. 2.2 The sales force 2.2.1 Recruitment recruitment LUSH Belgium is as follows: The retail managers recruit manager stores and managers of stores recruit assistant manager and sellers. 2.2.2 Benefits The benefits being employed in LUSH stores have essentially a monthly discount up to a ceiling for all staff. For example in the month of January if LUSH € 200 to offer its staff a store and there are 5 workers then they are entitled to 40 euros each product. Which is relatively high when no one knows the price of the store

2.2.3 extra-professional activities Besides seminars which only managers can attend there is no extra-professional activities organized for the staff of LUSH Belgium. But according to the sellers of the store there is a good atmosphere between them and they take care of themselves doing extra work out with them.

2.2.4 Special On all LUSH products the head of the person who made the product appears as a drawing. Small sticker pasted on the product. Sticker Emilie AUVRAY Press Manager LUSH / Paris 2.3 LUSH providers still work with the same suppliers for all stores in the same country

2.4 Competitors The main competitors are property LUSH recess first places Yves Rocher and L'Occitane en Provence as well as The Body Shop. Recently, the problem of The Body Shop and its image against animal testing has been much tarnished by the fact that the company was bought by L'Oreal. Indeed L'Oreal does not hide the fact that they test their products on animals and have had boycotted because of it. Moreover, in the streets of Brussels Fripiers LUSH is right in front of The Body Shop, not far from Yves Rocher. Fortunately for any of its competitors are positioned exactly like him. L'Occitane en Provence, is positioned more on simple plant products and classes dedicated to more mature women with their packaging very "old" who want professional with years of experience. Yves Rocher, they are positioned more on the natural and simple side without fuss. When we enter a Yves Rocher everything is simple and clear. The Body Shop position them about the smell of musk and the serious side of the product. When to LUSH, it is positioned more on the cool side, and "fun" products with their very greedy eye (I almost wanted to eat) and fruity and sweet smells. Example shower gels (from left to right: Yves rock, L'Occitane, Body Shop, Lush) 2.5 Demographic Environment LUSH, settling in Belgian cities (Brussels, Liege and Antwerp) has targeted the most populated cities Belgium (respectively with 1,104,346 inhabitants in Brussels, Liege and 190102 to 472071 in Antwerp.) LUSH has chosen a high demographic environment for urban areas and setting up shops in the center of these cities in their shopping street . People have no trouble going to the stores through public transport and, more importantly, through led by LUSH shopping street crossing can also recover unexpected departure consumers 2.6 Socio-cultural environment in cities is "young." Indeed, in the three cities where there is LUSH universities, high schools ... But in those cities where there is also finally a little as categories of people. LUSH having no defined target customers (or at least that's what they do believe) so it can reach a large number of people. More and lying near the stores where fashion comes and riding the wave of biological, that is becoming more fashionable these days, LUSH has everything to gain. So rather LUSH is the generational groups, teenagers, young adults, and adults. But also groups such as for those involved in the komatiks on untreated animals, and cosmetic products vegetarians and vegans.

2.7 Technological Environment The plant located in Poole is a very big factory. It is environmentally friendly car features a solar equipment. She has received awards for technological innovation. Ecological materials (DAS) LUSH is entirely formed of ecological materials. Let's start with the products that are manufactured in an environmentally friendly way: -100% of LUSH products are vegetarian -75% of LUSH products are vegan -70% of LUSH products were manufactured without preservatives -65% of LUSH products are packaged exclusively in the paper -100% of LUSH and all raw materials are absolutely no animal testing products. Containers for their shower gels are black 100% recycled plastic. More if you bring 5 black pots LUSH offers a cool mask. With regard to the packaging of products that do not have the original, such as ballistics bags are 100% recycled paper company LUSH supplies gift boxes are made from plant material and look like polystyrene but is not. Previously, LUSH used real popcorn for these gift boxes. Now, it is possible to buy Furoshiki6 as gift wrapping. This is an Asian fabric that is reusable in different forms. In the Asian mentality, when you make a gift using Furishiki, the person to whom you offered makes it so you can reuse. It can be used to pack bottles, packages, make a handbag ... 2.8 Uncertainty The biggest problem facing the company LUSH is that ecology is fashionable and major competitors show more besides this credo. The only significant difference is that LUSH does not advertise ... while these companies out yes, and can therefore use the image of natural and therefore easily reach the area LUSH and thus disturb the LUSH brand. LUSH can indeed be wary of brands such as L'Oreal, Nivea, Bourgeois (...) that are much more accessible financially and geographically speaking (being sold everywhere in supermarkets and other beauty storesCosmetics on animals untreated:

THE MATRIX SWOT Weaknesses STRENGTHS products of high quality. No advertising. Sales force (close to the customer, it can test high cost products. Products directly), kind, open and Need advice to clients. smiling. Packaging not very funny example (even Choice careful staff. Whether it is a choice). Brand image and charter store. Pots black recycled plastic does not follow the attractive shops and sweet (sweet). prices of products and their image. (*) Position of stores in places where there is a very high attendance. Product colors. Naked without packaging products, people can affect them directly. Visual that makes you want to eat products. Fun side products with their names and funny description LUSH OPPORTUNITIES THREATS develop more stores. Close competitors like Yves Rocher, open more stores in Belgium, L'Occitane and The Body Shop. other countries such as the Maghreb, Africa ... Major brands returning to the Densify the network. natural. (*) For creams faces 70 € the pot, for example.

CHAPTER 4: THE DIFFERENT FUNCTIONS OF THE COMPANY 4.1 Marketing 4.1.1 Pyramid of needs Abraham Maslow 5 - Feeling good definition: "The pyramid consists of five main levels. We seek first using these, Maslow, to meet every need of a given level before thinking about the products needs located at the next level of the pyramid. Not surprisingly, research for example to meet the physiological needs before the needs of security that is why in a situation where our survival is at stake, we are ready to take 4 - Make a good risk. "Action using these three products - Need group membership: testing on animals. 2 - Need for security body: safe health products. 1 - Need to Wash Physiological Needs 2 - Safety of the body 3 - 4 Social Recognition - Need self- esteem 5 - Need involvement 4.1.2 The BCG Matrix PRODUCT FEATURES PRODUCT BIG DILEMMA SHAMPOO (2% of sales) PRINCESS NERDI (1.5 2% of sales) TURKISH DELIGHT OF CLEOPATRA Belgium COW MILK PRODUCT PRODUCT WEIGHT DEAD (Always removed by the company when they KNOW THE CUT (1/6 ALL exist ) RANGE 13%) CHERI I HAVE A FINE (NB: The figures are the numbers of sales a day's work by eye ... Not very precise then, but LUSH would not give us his. figures ...) Analysis: The people in the company have affirmed us in the interview that they suppressed all the time Products dead weight when they had In this matrix BCG future products will be removed by the business dilemmas products. In fact, the brand offers a lot of products, so it does not hesitate to remove some of them when they do not relate enough money. It does not seek to develop products dilemmas even if it would work. 4.1.3 The Marketing Mix Price: From low tech products, the price is still high, which mean that there is a desire to position themselves in a market with a certain brand. LUSH does not want to sell cosmetics like others and therefore wants to position itself on fresh produce that, de facto, creates a cost. Place: LUSH products are sold in stores in the image of the brand. No other product is sold outside of LUSH stores. They use the plane, truck and van to deliver their outlets in the four corners of the world. Promotion: No traditional paid advertising. Everything happens by word of mouth. To perform their promotion7 LUSH uses their website, their forum is quite active, but their page Facebook8 partnerships with events pro-ecology through their public relations sector. More LUSH publishes a monthly "LUSH TIMES" found in its stores. In it appears information about the business, product promotions, tips ... Product: Fresh products made from fresh fruits and vegetables. There is a search for high-quality products of the brand. They must have a caregiver asset in addition to feel good and be pretty 4.1.4 Marketing Management LUSH is in marketing management in optical product and an optical societal marketing. LUSH Optics makes no paid advertising in order to constantly improve their product. They prefer, as mentioned above, put the money in their product in advertising. Optical societal marketing as LUSH seeks to meet the needs and desires of consumers while maintaining their well-being and community. Through its vegan products and its ecological packaging LUSH meets this purpose.

4.1.5 SCP Approach Segment: in the case of shampoos, the market is segmented according to the type of hair, gender, age, ... In the homogeneous groups are the main types of hair, for example, oily hair, normal, dry, colored, shower gels ... For it will be at the skin type and the care we provide it wants. For ballistics, this is the fun side takes over, people choose rather according to what they want to feel in their bathroom (Descriptions of the effects of products funs ex.: A bath of caramel- chocolate mousse, as gluttony without a single calorie) Target: in cosmetics, target segment, is working towards the type of target consumers. That is to say that we will develop the product according to age, gender, allergies (if any) of his personal problem compared to the type of hair (shampoo) its expectations, skin type (shower gel). Position: the LUSH brand has a "niche" in that it targets people seeking cosmetic non-treated animals. 4.1.6 Differentiation 4.1.6.1 By Product Concept of total 1 Analysis and explanations company: 1-Shampoo: The core of the product is a shampoo base. Two-Agents Surfactants: standard product. Agent that cleans the hair. 3-Revives hair: For a shampoo for dry hair, the consumer expects at least that revives shampoo her hair. 4-Not tested on animals: This is the LUSH shampoo.

4.1.6.2 By Easy Ordering The Client can also head to the website to order products. The stores are self-service. Council on the website of the advice is given. As in the store where it is the vendors who give.

4.1.6.3 For the image Media Partnership with atmospheres Atmosphere associations shops that give the impression of being in a fruit market. Pleasant atmosphere. Events Events Sponsorship pro ecology, animal protection, and charitable.

4.1.7 Sensory Marketing We can say that totally LUSH uses sensory marketing in the consumer buying process. In fact it uses the visual marketing from the disposal of these products in its stores (market). The olfactory marketing from the smell that is in the store, sweet as a treat. The touch marketing because consumers can touch the products but also the test (texture ...) 22 As we have learned to know the LUSH brand and its products and market vision as a company. It does not necessarily have the operation as one would expect from a company of 15 years of age. And when we study their marketing we want to tell them that some things are not. But we must take into account their philosophy that could characterize that by positioning itself strongly on products not tested on animals and the biological side, vegetarian and vegan sometimes their products "corporate culture" could not be very different in the end. We can be the sort of new businesses that do not consume much and do your bit for the environment. One could dream that all companies take the fold on LUSH when a soul to "green". 23

As a market, Lush is a merchant of food that traditional cosmetics (think handmade, fresh, natural goods, butcher stalls, prices by weight, packaging paper, and dates of manufacture and expiration

In "Beauty delights" Lush, we see large exotic soaps stacked on wooden tables Provencal style, and a multitude of balls (effervescent Ballistics for swimwear) presented on displays like apples. "I've always loved the way are exposed fruits and vegetables from the merchant," said Mark Constantine, founder of Lush, which launched the brand in 1995 with a team with which he worked for 20 years. The design inspiration comes from the shops "of cheese merchants and vegetarian restaurants in Germany." As to the market, customers are encouraged to choose their own cosmetics - skincare products, cleaning rods, pieces of solid shampoos, Bio Fresh - products that bear the date of manufacture and presented on displays of ice cold as the fish market. "The idea was to make komatiks as natural as possible and avoid the use of preservatives," said Mark Constantine. Thus, all Lush products are packed with ingredients of the highest quality and organic whenever possible: herbs, fruits, flowers and essential oils. Pioneer cool in cosmetics, Lush also has an ecological message. The majority of products have little or no packaging, and the creative team over without stopping the challenge of making innovative products, solid that do not require packaging. The ingredients are written on product labels - and have been since the brand was launched. The products are clearly marked vegan (logo VEGAN). Nothing is tested on animals, and Lush also guarantee that none of its suppliers to test their products on animals (even unused product by Lush). Lush emerged after the dissolution of the former Mr. Constantine, Cosmetics-To-Go, due to too rapid commercial fads. Three months later, the same team had created a new company, which had no name until a suggestion from Dr. Bennett, of Glasgow, is retained. "Lush is a very evocative word," said Constantine. "It can mean green, do you think the rain in the forest, or a passage of poetry, a song, or a woman who drank too much. There is a feeling of addiction "The first shop opened in Poole, England in April 1995, followed by Covent Garden and Kings Road in London, the same year the business was profitable from the first day. The expansion of Lush, although fast, is also controlled. Today, after 14 years of life, there are more than 90 stores in the UK. Lush rights are worldwide, and fully owned by the parent company in Poole, Lush Ltd, which also owns the UK Lush Retail Ltd and shares in all Lush shops. With over a thousand requests for business, especially internationally received every 6 months, consideration and careful vigilance is required. The growth of the brand is impressive with the opening of numerous outlets in Europe project, and some on virgin territory. Lush has full stores in Australia, New Zealand, Japan, Ireland and Holland. The team has partnered with Canada, Croatia, Germany, Slovenia, Brazil, Switzerland, Italy, Taiwan, Malta, Hungary, Philippines, Iceland, Russia, Sri Lanka, Sweden, Gulf States, Morocco, Hong Kong, Korea South,