Blogging for business is one terrific way to stand out from the pack, especially when your company is in an ultra-competitive industry. Blogs can help give your brand a digital edge in a crowded marketplace. And no industry is more crowded and competitive than cosmetics. The business of being pretty can get downright ugly, and the ones rising to the top are the ones using digital marketing to its fullest. LUSH cosmetics is one company rocking blog marketing to help stay on the radar of ever-fickle makeup devotees.
Launched in the 1990s in the United Kingdom, LUSH is the brainchild of husband and wife duo Mark and Mo Constantine. Since then, the company, known for its great-smelling products with all-natural ingredients, has become a major contender in the worldwide cosmetics market. But having a unique products and original take on cosmetics isn’t enough. LUSH has had to employ unique marketing techniques in order to remain a memorable and powerful force in its field. The LUSH cosmetics blog is part company newsletter, part beauty magazine and all LUSH.
The company keeps its products and philosophies on the front burner while blogging. LUSH achieves balance in blogging by maintaining an upbeat attitude throughout its posts. Beloved employees are celebrated with the same enthusiasm that new products are blogged about. Other recent posts include a behind-the-scenes look at how the brand creates perfumes, a profile of animal activist Jane Goodall and DIY recipes for Earth-friendly cleaners. Since LUSH’s products are different and environmentally-conscious, the copy in all of the posts celebrates the brand’s uniqueness.
Another smart move on LUSH’s part is having a toolbar which directs blog readers to easy access to Internet shopping for all their favorite products. LUSH is one of the most clever brands on social media, so it brilliantly makes access to its Facebook, Twitter and Tumblr pages incredibly easy from the blog.
Yet one of the greatest things the LUSH blog does is blog all of the time. Blogging with regularity is the only way to make it work, and clearly the brand has figured this out. Posting new blogs several times a week is a simple trick companies of any size can do to help them stand out from the pack.