13.14 And how do you evaluate the #Spycops campaign? Does it fit Lush’s overall value and positioning? What could be its long-term impact on Lush?

Lush, a handmade cosmetics company set up in 1994 in the UK, has been a successful cosmetics manufacturer and retailer since its inception. In just over 20 years, Lush has expanded and has nearly 1,000 stores globally in almost 50 countries. Its performance has been particularly sterling recently compared to the struggling of its closest rival, another longer-established and bigger cosmetics company in the UK: Body Shop. For example, it was reported that while Body Shop had been struggling with falling sales, Lush’s sales surged 26 per cent to reach £723 million in the year ended June 2017 with an increase of 76 per cent in pre-tax profit at £43.2 million.