Marketing for the Future | When Prioritising Purpose Pays Off

Marketing for the Future

When Prioritising Purpose Pays Off 

Exploring the beauty of purpose marketing in a conscious, cosmetic case study.

If you currently Google purpose marketing, you’ll be confronted with a number of articles positioning purpose as the new heart of brands, the fundamental marketing strategy to help brands navigate the peaks and troughs of the modern marketplace. These articles aren’t wrong. Purpose marketing is a bandwagon everyone wants to jump on. In this instalment of the series, we want to shine the spotlight on a case that proves that when purpose marketing works, it really works. Some brands may be concerned that strictly adhering to a defined purpose may alienate some customers and thus negatively impact their ability to make a profit. Although generations are becoming more purpose-focused, we can’t entirely escape the practicality that money is still crucial for a successful business, even if the benchmark for success is shifting to something more impact-driven. But purpose marketing needn’t compromise a brand’s ability to turn a profit, as the following case study will prove.

British cosmetics company Lush is famous for championing social issues like animal cruelty and human rights. The brand has strong values and dedicates itself to equality and fairness, factors that are a considerable asset in a marketplace that demands more than just excellent customer experience (a box Lush also ticks). Even the pedestrians who, in pre-Covid times, would give the store a wide berth when shopping to avoid the onset of a bath bomb infused headache would have to admit that Lush is a modern marketing success story. The retailer doesn’t advertise on traditional media, and yet they have built a large and loyal fanbase. The brand lives its purpose through every product and campaign, tackling animal cruelty, plastic packaging, and channelling sustainability. It creates innovative, fresh products that allow consumers to live a more sustainable lifestyle, and is completely transparent about its approach. It practices what it preaches, donating 100% of earnings from its ‘charity pot’ to grassroots environmental, animal protection, and human rights organisations. Even without campaigns, this commitment to purpose drives continuous loyalty from a growing customer base. They are known as public advocates for Animal Rights, Syrian Refugees, and LGBTQ+ rights, amongst others. They have spearheaded successful campaigns such as their anti-death-penalty ‘Death is not Justice’ campaign, and their ‘Trans Rights are Human Rights’ initiative where they joined forces with the National Center for Transgender Equality. Through supporting and collaborating with grassroots organisations whose sole mission is to champion these causes, Lush sets itself up as a trusted ally.

But what of its more controversial campaigns? This is where it gets interesting. Lush has been known for a few campaigns that have riled up the public, campaigns that had a purpose at the heart of them. One such campaign is the 2018 #SpyCops which prompted outrage when it was launched. The campaign aimed to outline the human rights abuses of a small and secretive subset of undercover policing and was pulled by Lush over widespread public criticism only to be reinstated shortly after. Lush coordinated the campaign with the organisation Police Spies Out Of Lies, who were happy with the attention the campaign got, catapulting the issue into the public consciousness. Opinion was divided, with some brushing the campaign as slander against the entire police force, and others, including a former undercover “spy-cop” praising it for its accuracy. Personal opinions aside, the result of the campaign is intriguing for those interested in purpose marketing. In the wake of the campaign, the pro-Lush hashtag #SpyCops outperformed the #FlushLush hashtag that opponents had created. 84% of respondents to an article on the campaign in Elle Magazine claimed to stand with Lush, and a few weeks following the campaign sales were up by 13% according to Brandwatch. This is explained by the fact that Lush Twitter mentions went up by 2321% in a week. And yes, this consisted of a significant amount of backlash, but a third of these mentions were positive.

Through not being afraid to take a stance and ruffle a few feathers, Lush further cemented their reputation as a cause driven company and encouraged sales. This success defied the critics that disregarded it as ‘purpose-filled nonsense’ and proved that even controversial campaigns could effectively increase brand affinity and purchase. 

Lush’s defiant stance can risk losing customers and attracting criticism, but ultimately they stick to their guns. In doing so, customers can identify in the company the principles that they hold themselves to, and trust that Lush will always fulfill a need for purpose that is inherent in many modern consumers. They’re a bright, bold, and beautiful reminder that self-care needn’t be selfish, and products used to pamper, preen, and prune can be packed with purpose. 

We’re halfway through our series, and have only scratched the surface of purpose marketing. It’s time to get specific. We’ve alluded to a number of greenwashing cases before, but that’s only the tip of the iceberg. Greenwashing is a beast in its own right, and things really heat up in our next article as we confront this growing phenomenon.