Living Lush during COVID-19
During Covid-19 most companies are trying to give back to the community and support those who are struggling. Lush is supporting the community by trying to help people abide by health guidelines. To do this Lush is donating scent-free soap and other products for those working in the frontlines. In addition, they are providing gloves and masks to the BC First Nations Health Authority in British Columbia as well as sending the masks and gloves from their Toronto facility to animal shelters, protection centers, and rehabilitation programs.
In these trying times Lush has been posting content about the coronavirus, both curated and created. One of their curated Instagram posts features a picture from @skinfriday holding Lush’s Charity Pot Body Lotion. After discussing how due to Covid-19 grassroots organizations have suffered due to fundraising being at a stall, they advertise this product because it donates 100% of the profits to grassroots organizations.
I feel that this was a great strategy on their part. Not only were they trying to increase fundraising, but in the process, they also help themselves. By creating this post many will likely buy the product to support these organizations. New buyers will have a chance to try the product, and if they like it Lush has now gained a loyal customer. In addition to sales, now consumers have a great image of Lush and are more likely to buy products from them compared to other corporations.
As for created content, Lush has been posting about people and their lives during Coronavirus. On May 13th Lush announced that they would be releasing a 6-part series called “Being _____ in Covid-19”. This series will be covering the stories of Black, Native American, trans, undocumented, low wage, and detained communities and the impacts of the pandemic they face. Lush acknowledges that not everyone is going through the same challenges during this time and that those who are discriminated against struggle even with access to healthcare and essential services.
Creating not only one post but a series that enlightens other communities to the impacts that some are facing was a great move for the brand. Showing that Lush is a company that values social issues especially during the pandemic will help draw customers as well as educate others. People want to see businesses that care thrive and by Lush showing that they want to make a difference they can be sure to see an increase in sales.
In sum, Lush has been using its platform during the Coronavirus to not only help fundraise and show they care but also educate their audience to be more aware of the struggles that many are facing. I don’t feel this is an ingenuine tactic on their part, but a strategy that lets their consumers know that they do care and want to help. In return for their efforts, I am sure that they will see support.
