Lush’s Mail Showcases Social Responsibility
A direct mail catalog makes it clear that this brand’s ethics are more than skin-deep.
Mailer Name: Lush
Date Mailed: December 2015
The copy in the first few pages elaborates on the theme. First, it describes how the shopper feels when finding the perfect gift: “Your heart flutters.” Then, it imagines the recipient’s reaction: “a knowing grin dances at the corner of their mouth.” “You share an incredible moment,” it finishes.
This emotional appeal sets the stage for the rest of the brochure, which covers “an enchanting selection of gifts.” Four pages in, it describes the company’s commitment to its values. Among them:
- Fresh ingredients
- Minimal packaging
- Handmade look & feel
- Ethical sourcing
- 100% vegetarian and opposition to animal testing
Each product profile includes a description of its benefits, a list of its ingredients, and a price. In another nod to transparency, icons indicate the type of packaging used, as well as any vegan products. And, additional copy provides directions to the customer for each item, making the buying decision easier.
A single call to action appears in each spread, showing the website and phone number. The last spread, though, encourages the customer to visit a store or keep in touch via the social sites listed. It also lists what the company believes in as part of “a lush life.” “We believe,” it declares, “our products are good value … and that the customer is always right.”
Build your brand’s value and customer loyalty by using elements that reflect your positioning as well as your values.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages (offers, copy, designs, incentives and formats) and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, B-to-B, financial services and publishing. He writes for the e-newsletter Today @ Target Marketing and has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.