Bath and Body Works vs. Lush Cosmetics’ Marketing Strategy: A Beauty Brand Showdown

When it comes to the beauty world, trends fade faster than your morning spritz of perfume. Great products are one way to steal attention, but forging strong connections with audiences is how you truly leave a mark. Today, we’ll look at Lush Cosmetics marketing strategy and see how Bath and Body Works stacks up.

Lush Cosmetics is where activism meets aromatherapy, and Bath and Body Works is a wonderland of scents and sweet deals. But beneath the candles and bath bombs, a marketing battle bubbles.🫧

At Lyon Content, we love dissecting beauty marketing campaigns, from social media showdowns to high-converting email strategies. Today’s mission? To discover how Lush Cosmetics’ marketing strategy measures up to Bath and Body Works.

Read on as we break down the marketing strategies of each brand.

Who are Lush Cosmetics and Bath and Body Works?

Before we determine whose marketing strategy reigns supreme, let’s explore each company’s persona, products, price strategy, and target markets.

Lush Cosmetics

Lush is a global business synonymous with fresh, handmade cosmetics and a fierce commitment to ethical and sustainable practices. 

10% employee-owned, this brand places its people at the heart of its operations. Just peep their labels — it’s not every day you see the face responsible for your favorite body butter. 👀

Lush’s ethos is to create high-quality, natural products that are good for people and the planet. Lush’s products are instantly recognizable (especially their bath bombs and colorful shampoo bars) for their vibrant hues, unique textures, and tantalizing scents.

Lush champions cruelty-free practices, fights against animal testing, and advocates for environmental protection. This resonates deeply with younger, conscious consumers who gravitate towards brands that align with their values.

While Lush falls into the premium segment, its product pricing (between $7 and $30, with some specialty products reaching $160) reflects the quality of its ingredients, ethical sourcing, and handmade nature of its offerings.

Bath and Body Works

Bath and Body Works is a household name synonymous with fragrant candles, lotions, body washes, and more. Their mission? To create delightful, accessible products that evoke comfort, indulgence, and self-care.

Unlike Lush, Bath and Body Works targets a broader demographic that seeks cost-effective luxury and sensory experiences. Their brand messaging conveys escapism and pampering, with a strong focus on scent and affordability. 

Bath and Body Works’ product pricing (around $6 to $26, with some specialty products reaching around $200) is considered mid-range and accessible to most. They’re especially popular for offering frequent sales year-round.

We know what you’re thinking: if the prices are similar, why does Lush fall into the premium tier? Fair question. 

Bath and Body Works caters to those who prioritize affordability and abundance, offering larger sizes and repeat promos. Lush, however, is made for consumers who want ethically sourced, handcrafted products, even if it means paying a bit more for less.

As for ethical practices, Bath and Body Works says it’s cruelty-free. However, the brand admits that animal testing might still occur in its supply chain — a potential deal breaker for nearly 70% of American shoppers. 😬

Bath and Body Works vs. Lush Cosmetics Marketing Strategy

So, how do the marketing strategies of Lush and Bath and Body Works compare? We’ll look at:

• Social Media
• Email Marketing
• Web Design and UX
• Blog Content
• Brick-and-mortar Marketing
• Social and Environmental Causes

First, would you believe us if we told you one of these brands ditched social media marketing altogether? 🤯

Social Media

Lush

Lush boldly adopted an “anti-social” media policy, which means a deliberate withdrawal from platforms like Facebook, Instagram, TikTok, Snapchat, and X.

The move was a response to concerns about the harmful effects of social media on mental health and the spread of misinformation. Lush compared the disregard for the dangers of social media to the early days of climate change denial. 

Will they be back? Only when action is taken for a safer social media environment. In the meantime, you can find Lush on YouTube and Pinterest, where they regularly share product reveals, BTS content, how-tos, social justice stories, and more.

Bath and Body Works

Bath and Body Works takes the opposite approach, stretching its presence across Facebook, X, Instagram, TikTok, YouTube, and Pinterest. 

This brand delivers content on the daily. Short-form videos are their go-to, consisting mainly of product promos, sale announcements, and the occasional user-generated content (UGC). With over 70% of consumers craving bite-sized content, it’s no wonder they’re leaning into short form videos.

About once a month or so, Bath and Body Works posts long-form deeper dive video content on YouTube. These range from ambient soundscapes inspired by their product line to sneak peeks, curated gift guides, and more.

Who’s the winner?

This round goes to… Bath and Body Works. 🏆

While Lush’s anti-social media stance is admirable, it could create a disconnect with its core demographic — younger audiences who spend tons of time on social media.

Bath and Body Works, on the other hand, maintains a robust presence across most of its socials. Their active presence, engaging content, and strong community-building give them a clear advantage for maximum reach.

Email Marketing

Lush

When it comes to email, Lush’s marketing strategy embraces a refreshingly non-pushy approach, reminiscent of Rare Beauty’s email marketing style.

Upon subscribing, you get a stream of daily emails for the first few days. The frequency then tapers off to about once or twice a week. Content-wise, Lush’s emails are a mix of collaboration announcements, product spotlights, and updates on sustainability initiatives. 

Bath and Body Works

The email marketing strategy for Bath and Body Works is much more in-your-face. New subscribers are immediately welcomed into a whirlwind of daily (sometimes multiple) newsletters, keeping them top-of-mind.

The frequency is high, with daily flash sales on select products creating a sense of FOMO that’s hard to ignore. On top of sales announcements and flash deals, they share BOGO offers, new collection reveals, and collaboration highlights.

Who’s the winner?

This round goes to… Bath and Body Works. 🏆

While the email marketing strategy for Bath and Body Works keeps you on your toes with constant offers, Lush is more subtle and less demanding. This might be a pro for some, but I found their messages getting lost in the shuffle, especially without the allure of good incentives.

Sure, Bath and Body Works’ emails might trigger inbox fatigue, but I can’t deny their effectiveness. The tempting sales and promos always piqued my interest, while Lush’s quieter approach slipped my mind. 

My secret candle stash may or may not be a testament to it. 

Website Design and User Experience (UX)

Lush Cosmetics marketing strategy

Lush’s website is as fun, bold, and eye-catching as its offerings and messaging. Its product pages feature detailed product descriptions, ingredient lists, application and storage tips, and customer reviews.

The emphasis on natural ingredients, ethical sourcing, and sustainability is also evident throughout the website’s copy. It’s user-friendly with intuitive navigation, clear categories, search functionality, and filter options to help you find whatever you’re looking for.

Bath and Body Works

Bath and Body Works’ website leans more minimalist, prioritizing simplicity and clarity. Front and center, you’ll find their latest flash sale or product announcement with a clear call-to-action (CTA). 

The website’s clean layout, ample white space, and high-quality product photos create a visually pleasing, uncluttered experience. Navigation is also intuitive, with easily accessible categories and a prominent search bar.

Product pages feature crisp visuals and straightforward descriptions that highlight fragrance notes, usage, ingredients, reviews, and their returns policy.

Who’s the winner?

This round goes to… Lush. 🏆

Both brands have easy-to-use sites that convey the right amount of information without overwhelming you. While Bath and Body Works delivers a smooth and efficient shopping experience, Lush does it in a more memorable way.

Lush’s vivid colors, eclectic photos, and storytelling elements transport you into their world of ethical beauty and unapologetic transparency. It feels authentic, real, and undeniably them. 

Blog Content

Lush

Surprisingly, Lush’s blog, simply titled “Our Articles,” doesn’t really match its vibrant brand identity. While it boasts 200+ articles, the plain list format, devoid of visuals or previews, fails to capture the playful, eclectic spirit you see everywhere else in their marketing.

Once you dig into the content, you’ll find various trending topics, including tips, collab backstories, how-to guides, news and announcements, FAQs, and more. Some articles feel search engine optimized, while others feel more spontaneous and less polished.

As for how often they post, we couldn’t tell you. Lush doesn’t date their blog posts, making it hard to gauge when posts are published or updated.

Bath and Body Works

Bath and Body Works’ blog, “Stories that Matter,” resides on its corporate website (www.bbwinc.com), separate from its main online storefront. Don’t ask us why — we don’t get the logic behind this choice either. 🤔

Their blog library seems more of a deep dive into corporate initiatives, philanthropic efforts, team spotlights, and behind-the-scenes of Bath and Body Works’ operations. 

These articles seem less concerned with topping search engine pages and more focused on shedding light on the subject. While the posting schedule is a bit sporadic, with gaps between months, the content is rich and informative.

Who’s the winner?

This round goes to… Lush 🏆

There’s no denying that Bath and Body Works’ blog is informative and well-written. That said, its corporate focus and hard-to-find location limit its potential to engage customers, build brand loyalty, and drive organic traffic to its main website.

Lush’s blog might not be the prettiest or most aesthetic, but it’s packed with content that resonates with its target audience. Plus, it’s right there on its website.

Brick-and-mortar Marketing

Lush

If you’ve ever visited a Lush store, you know the vibes are always ✨immaculate✨. From the curated indie playlist and aesthetic lighting to the eclectic signage and greenery, every detail embodies Lush’s welcoming, laid-back personality.

With less emphasis on social media, Lush lets its products and stores do the talking. This brand relies heavily on brick-and-mortar locations to immerse customers in its brand story with vibrant, market-like displays.

Want to get even more immersive? Lush offers exclusive spa treatments and hair services at select locations — a testament to the out-of-the-box Lush marketing strategy.

Lush employees are renowned for being friendly and helpful. In fact, some shoppers say Lush gives the same level of attentiveness they expect from a small business.

Bath and Body Works

Like Lush, Bath and Body Works stores set their own mood. They play music that coincides with their latest collections (like classical melodies for their Bridgerton-inspired fragrances or spooky music during Halloween). 

Their stores are shrines to their expansive product range. Almost every inch of space is dedicated to showcasing their vast collection. From body care essentials to home fragrances, the sheer variety is overwhelming in the best possible way. 

And if you think their epic deals stop online, think again. Bath and Body Works’ in-store experience mirrors their online savings, with coupons and BOGO deals that make it hard to leave empty-handed.

As for their customer service, it’s hit or miss, according to Redditors, who report both positive and negative encounters. 

Who’s the winner?

This round goes to… Lush 🏆

Don’t get us wrong — Bath and Body Works has created a lovely, in-store experience that showcases its product variety and hard-to-ignore sales. 

But it just doesn’t hold a candle (pun intended) to the level of uniqueness, personalized service, and immersive brand storytelling that Lush’s brick-and-mortars deliver.

Social and Environmental Causes

Lush

Anti-social media policies and “big tech rebellion” are just the tip of the iceberg when it comes to causes that Lush champions. This is one company that isn’t afraid to be loud and vocal about the issues they care about.

Lush collaborates with grassroots groups at the forefront of human rights, environmental protection, and animal welfare movements. Their commitment to drive change goes beyond words, with proceeds from select products directly funding “radical changemakers.”

Bath and Body Works

A quick glance at Bath and Body Works’ website reveals little about their philanthropic and sustainability efforts. Sure, they talk about their commitment to diversity and thoughtful practices, but this seems to take a backseat to product sales. 

On their corporate site, you can learn more about their people-centric business approach, thoughtful product production, and sustainable promises for the future. 

But let’s be real — how many customers actually click over to the corporate site to fact-check those claims?

Who’s the winner?

This round goes to… Lush 🏆

Bath and Body Works’ approach seems out of touch with the growing demand for ethical and sustainable brands. Their reluctance to do more or even showcase their current efforts might hurt them in the long term.

Lush, on the other hand, isn’t just selling bath bombs — it’s fueling revolutions. Their causes may not resonate with every shopper, but their fearless advocacy for their beliefs sets them apart as a true industry disruptor. 👏 We stan.

Lush vs. Bath and Body Works: Who Wins Overall?

To recap, here’s who stole the show in each category:

• Social Media ~ Bath and Body Works
• Email Marketing ~ Bath and Body Works
• Web Design and UX ~ Lush
• Blog Strategy ~ Lush
• Brick-and-mortar Advertising ~ Lush
• Social and Environmental Causes ~ Lush

• Winner overall ~ Lush 👑

The Lush Cosmetics marketing strategy is a testament to the power of authenticity. This is the only way a brand that actively avoids social media and embraces a non-pushy approach to digital marketing can survive, let alone flourish. 

Their recognizable branding, friendly service, and steadfast commitment to positive change connect deeply with audiences. The takeaway? That standing on your principles can be a winning marketing mix all on its own.

While Bath and Body Works has a plethora of amazing products, today’s consumers crave more than fragrant lotions and candles. They want to know how brands contribute to a better world… to a better us. In this aspect, Bath and Body Works simply falls too short to compensate.

Dare to Be Different with Lyon Content

Ready to take a page from Lush Cosmetics’ marketing strategy and blaze your own trail in the digital realm? 

At Lyon Content, we’re passionate about helping brands find their voice and connect with audiences in unforgettable ways. Cookie-cutter content strategies? That ain’t how this pride rolls.

We’re all about crafting scroll-stopping content that roars with authenticity and leaves a lasting impression. Drop us a line, and let’s make some noise. 🦁⚡