Monitoring "LUSH cosmetics USA" Social Media

Lush Cosmetics is a company that produces natural, handmade, cosmetics that focuses on using fresh, organic, and vegetarian ingredients while also using little or no preservatives or packaging.

Over the course of the past two months I've been using a few different Lush products including a cleaner, a toner, and fresh mask and I've noticed dramatic improvements in the clarity of my skin so I plan to begin a series of Lush-related posts  monitoring "LUSH cosmetics USA".

LUSH’s products are lovingly made by hand. They invent all their products with a personalized touch, while creating local jobs and using resources from their backyard. Rather than rely on mass-produced, machine-made formulations and warehousing excess stock, LUSH makes products as needed to ensure that everything delivered to their local shops and customers is as fresh as possible. Here is how it's made by HAND!

Lush is ruling various social media platforms

LUSH Fresh Handmade Cosmetics relies almost exclusively on word-of-mouth advertising via social media to promote their products and social awareness campaigns–they do not partake in any traditional media advertising (magazine, newspaper, TV, or radio ads). They rely on like-minded consumers who share the same principals and social values as the company to promote their products and campaigns through personal blogs (reviews, promotions, and giveaways), personal (reviews, hauls, demos) and proprietary (demos/tutorials, campaign specific awareness) YouTube videos, Facebook (main company pages, plus individual store pages), Twitter (main company feeds, plus individual department, and employee feeds), and the company-run forums.

Examples of how the use of social media has encouraged customer 

• Lush Fresh Handmade Cosmetics Company has a campaign supporting charities concerned with human rights, animal welfare and environmental protection. And now, one of those charities is Save Shaker Aamer. In 2013, Charity Pot donated over £2.5 million to organizations around the world. The funding generated by Charity Pot sales is essential for the survival of independent groups. This can encourage customers to buy their products, in order to support organizations for human rights, animal welfare and environment.

• Halloween is coming, Lush is holding a campaign called " Green Halloween". Lush encouraged customers have a Green Halloween party. They said:"Reducing the amount of waste we generate by cutting down on excessive shopping is not only better for our planet (and easier on our wallets) but reducing the number of products we purchase also teaches our children the art of simplicity as well the value of moderation." They let their social media campaign related with recent festival, it's also a way to promote their sales.
  

Social mention analysis

 

The information I gathered from Social Mention showed an increase in the strength of discussion surrounding Lush from 1% to 51% from week to week.  The passion of discussion increased gradually from 29% to 41% over the weeks. However, there was fluctuation in the sentiment around conversations from week one to last. Most of the mentions are either positive or neutral and there isn’t a noticeable negativity around conversations. Another important thing to note is that there is an increase in the average per mention, and the number of unique authors reduced on second week and then rose up again to 97.

Lush topics trend on Google Trend

We can see from the line chart that the overall trend of interest of Lush through Sep 29th to Oct 13th went up, though there are fluctuations during this growing time. What we should pay attention is about the part of regional interest, because of this brand is a British brand, so the number of U.K. is 100. But the number of USA, compared to other regions is really low, only 34. It's at the bottom of the chart. Lush should improve level of recognition of the brand in America.

Daily blogs citation trend by IceRocket

I gathered the blog citation data from Sep 21st to Oct 19th, the rise trend of the line chart, we can see some days the number of blog citation can be zero. There have been big swells during last 30 days. And I think this may be related to Lush social media activity level.

Data of unique visitors from Compete

A Unique Visitor can be defined as a person who visits a site at least once within the month being researched. As we can see from the chart, in the rise level of the unique visitors through the past one year time, the peak of the  line chart showed in the end of 2013. And in Aug 2014 the total unique visitors number is more than 90,000.

A consistent and effective brand personality on social media platforms is important for companies of any size. Overall, Lush posts a range of different media to keep their audience engaged and add a personal touch to their tweets/posts. This leads to more interaction between the brand and their audience and oodles of user generated content.

During the next few weeks, I will continue to monitor and see what will happen with social media of Lush cosmetics USA, especially see if Lush can have any improvement of its social media.