Article Summary

UK$-$based cosmetics retailer Lush has begun opening stores which they are calling "Naked", where customers can purchase their products free of any plastic packaging. The company, which is already $100\%$ vegetarian and against animal testing, is trying out this concept as a way to allow customers to buy its products without harming the environment. According to Emily Salter, an analyst at Global Data Retail, Lush has recognized that there is demand for packaging$-$free products and is the first mass market retailer to try this approach. The company also hopes that other retailers will follow their lead in an effort to eliminate plastic from the retail industry. Salter believes that the way that ketailers will become plastic$-$free is through pressure from both consumers and competitors.

Source: Anna Schaverien, "Lush Creates Packaging$-$Free Shops. But Will Other Retailers Follow Suit?," Forbes, March $12,2019.$

Refer to the Article Summary. By marketing to environmentally conscious customers, Lush is trying to set its business apart from competing cosmetic retailers. This is an example of

$$ legally enforcing a trademark.

blocking entry into the market.

product differentiation.

defending a brand name.