LUSH
- Strategic Analysis
- Brand Performance Framework
- Market Positioning
- Organisational Alignment
- Strategic Workshops & Facilitation
The challenge
When LUSH first revolutionised the cosmetics industry in1995 with its ethical, fresh, and handmade approach, it quickly built a loyal global following. However, as sustainability and ethical practices became industry standards rather than differentiators, LUSH needed to reassess its strategic positioning to maintain market relevance and drive future growth.
Recognising this inflection point, LUSH engaged our team to evaluate its brand performance and commercial value across Australia and New Zealand. They needed to understand how the brand benchmarked against competitors and how to translate their established brand equity into measurable business outcomes.
Our approach
We implemented a brand diagnosis and research program designed to uncover actionable insights that would directly impact business performance. Our methodology focused on identifying specific commercial opportunities within the current brand framework:
Performance analysis: Evaluated LUSH's market position through quantitative metrics, including share of search, share of voice, and conversion rates
Customer value mapping: Conducted targeted research with customers to identify key purchase drivers and barriers to increased spending
Competitive intelligence: Analysed competitor positioning to identify strategic gaps in the market that could be translated into revenue opportunities
Internal alignment assessment: Evaluated how effectively the brand strategy was being operationalised across the business to identify execution gaps
Working with Sharley Consulting has given us a better understanding of our customer base, opportunities for growth, key competitors and where we currently sit in the beauty category. All of these have helped inform strategic planning. Their work is wonderfully robust, filled with amazing and actionable insights. We are continuing to see the information and data shared weaved into strategic conversations and planning for the future.
Strategic outcomes & commercial impact
Our approach delivered immediate actionable insights while establishing long-term strategic foundations:
Revenue growth strategy: Developed a prioritised roadmap of brand initiatives directly tied to revenue growth metrics
Organisational alignment: Facilitated leadership workshops that aligned teams around key brand opportunities with measurable commercial outcomes
Strategic brand assets: Created a framework for leveraging LUSH's established brand equity as a commercial asset in an increasingly competitive market
The implemented strategy delivered measurable business results while strengthening LUSH's brand foundations for sustainable growth.
