This campaign was developed with a fellow Integrated Marketing Communications student at Ithaca College. The aim of this project was to redefine the image of the natural beauty product brand LUSH cosmetics. We wanted to create deliverables that would showcase the whimsical features of the brand's products.

1. Dare tofantasize

2. Creative Brief
Why are we communicating?
Capture the attention of appropriate audience members and redefine the image of our brand.
Who are we talking to?
Women in general, specifically 18-35 year-old women. She is young, fresh, hard working and uses Lush to embrace her
confidence, desire and luxurious needs. She wants to feel relaxed and important in every day life.
What’s the Problem and Opportunity?
Lush is perceived as a very whimsical brand, and despite their focus on environment and animal rights, they are not
perceived as a high end brand. The awareness that is out there (not that much) is a split mix between viewing it as
worthwhile vs. not. There is opportunity to re brand lush and open the minds of our audience.
What should our communication do? How will it do this?
This campaign should effectively reposition the brand as luxury and elegance. It should also directly target our demo-
graphic and be relatable to women.
What is the strategic idea?
The Lush brand provides confidence, sensuality, luxury and elegance. Embrace it.
How will we support this idea?
Lush brand: natural, fresh ingredients made to clean for all basic needs
A confident fantasy: Bath products are made to empower and enhance the inner you.
A colorful brand: Ability to embrace her inner most desires with the utmost excitement and poise.
Creative Considerations
Fantasy…Endluge in it.
What are the deliverables?
Three print ads, one flyer.

3. TrendBoard

4. Process Work

5. Rough Comps

6. The photo shoot...

7. Dare tofantasize
Dare tofantasize
Dare tofantasize
RejectedComps

9. Daretofantasize

10. Daretofantasize

11. Dare tofantasize

12. Dare tofantasize
What is your inner goddess’ fantasy? LUSH
Cosmetics wants to hear what you fatasize
about when you treat yourself. Send us your
most luxurious fantasy to name a new bath
product. Make your dreams come to LIFE.
For more information go to
lushusa.com/fantasy.

13. Research
Primary & Secondary:
Through a survey conducted, it was found that about
50% of respondents are aware of the Lush brand. Keep-
ing this and the fact that most respondents were female
in mind, only about half of these people had ever tried a
product from the company. For those who have experi-
ence actually using the products found that they worked
extraordinary well, and appreciated their involvement
with philanthropic causes. However, those who had not
tried the products had an image in their head that Lush
was not a high-end brand. By asking these series of ques-
tions, we also found that when shopping for cosmetics
and/ or bathroom products, consumers are looking to
feel clean, confident, sexy and indulgent. Another note
was that no one recalled seeing any advertisements for
the brand, with the main publicity being word of mouth.
Secondary research was conducted on the existing Lush
website. We found that by simply looking at the site, the
entire company put off a very whimsical image, which,
backedupbyourprimaryresearch,canbeconflatedwith
the idea of not being quality. There are also two separate
logo’s (one more sophisticated than the other), which
causes inconsistency and confusion among consumers.
We found that Lush takes their involvement with the
environment to heart, and channels that through their
physical image.
Meet Lindsay...
A 21 year old, recent college graduate who just entered the
work force. She is confident, personable, and passionate and
loves to be around people. Through the wear and tear of her
busy day at the PR office, she comes home wanting to unwind
and feel her best before hitting the town for a special night out.
She always looks forward to lighting candles and dropping a
bath bomb into her tub for a moment of ultimate
Goals & Objectives
The goal of this campaign is to give our demographic an entire-
ly new brand image in association with Lush. Straying from
familiarity, the goals and objectives of this campaign circu-
late around the idea of allowing women to feel as if they are
indulging in a quality, luxurious and rich brand. No matter
what that entails, allowing our audience to embrace sensual-
ity by using our product is the main focus of this campaign.
Strategy
In order to meet these goals, it was decided that a print ad
campaign would be most effective in conveying the image of
luxury and sensuality for our target audience of young wom-
en. Due to the essence our ads give off, it was decided that the
bestmediumforplacementwouldincludepublicationstarget-
ing mostly women: Cosmopolitan, Elle, and Glamour. With
theseresources,thereisamuchhigherdegreeofcertaintythat
our intended message will reach the appropriate audience.
luxury.

14. The Big Idea
Dare tofantasize
Creative
Tone
The tone of this campaign embodies
desire and fantasy. We want our au-
dience to feel a sense of luxury and
worth when viewing these ads and
know that they, along with the Lush
brand, are nothing but important.
physical image.
The Promise To make you feel important, sexy and confident
with a quality product.
Visuals
Onourtrendboard,wecameacross
a photo of a mermaid in a milky
bath which inspired us to envi-
sion Lush as a brand that could put
someone on another level. We de-
cided to take the idea of the mer-
maidandgivemakeitmorehuman-
istic in our ads so that our target
could easily relate to real women
using the products. We want them
to know that they, too, could feel a
sense of fantasy and sensuality by
using Lush.
Copy
Similar to the visuals, we chose the
tagline “Dare to Fantasize” to in-
trigue our audience and success-
fully target/reach our specified au-
dience.