LUSH
- Clear Positioning, Structure, and Voice
- Market Positioning
- Organisational Alignment
- Strategic Workshops & Facilitation
- Brand performance measurement
The challenge
LUSH disrupted the global beauty market in 1995 with its ethical, handmade approach – earning a loyal following and strong equity. But as sustainability and ethical standards became table stakes across the category, LUSH faced a strategic inflection point: how to maintain differentiation, relevance, and growth in a crowded, maturing market.
Sharley Consulting was engaged to evaluate LUSH’s brand performance across Australia and New Zealand – identifying how to turn its established brand equity into renewed commercial advantage. The focus: sharper market positioning, customer relevance, and strategic clarity.
Our approach
We conducted a brand diagnosis and research program to uncover practical, business-critical insights and commercial levers. Key focus areas included:
Performance analysis: Assessed market position using quantitative signals such as share of search, share of voice, and conversion benchmarks
Customer value mapping: Identified purchase drivers, drop-off points, and opportunities to increase customer lifetime value
Competitive intelligence: Analysed competitor positioning to uncover whitespace and category blind spots
Internal alignment audit: Evaluated how brand strategy was (or wasn’t) translating across teams and customer touchpoints
Working with Sharley Consulting has given us a better understanding of our customer base, opportunities for growth, understanding of key competitors and where we currently sit in the beauty category. All of these things have helped to inform strategic planning, contributed to stronger commercial performance, and unlocked new opportunities for growth. Their presentations are wonderfully robust, and filled with amazing and actionable insights.
Strategic outcomes & commercial impact
Revenue growth roadmap: Developed a focused 12-month plan linking brand initiatives to measurable business outcomes
Organisational alignment: Facilitated leadership workshops to align cross-functional teams around strategic priorities
Strategic brand assets: Created a scalable framework for leveraging brand equity as a commercial growth lever
The work delivered both short-term impact and long-term brand clarity — helping LUSH re-establish relevance, differentiate meaningfully, and unlock growth in an increasingly saturated market.