Mark Constantine: The Willy Wonka of the Beauty Industry
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(Case Code: LDEN046) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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LDEN046 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling ChargesThemes
Leadership, Entrepreneurship |
| Case Length |
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24 Pages |
| Period |
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2002-2006 |
| Pub Date |
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2007 |
| Teaching Note |
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Available |
| Organization |
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Lush Fresh Handmade Cosmetics |
| Industry |
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Beauty care /
Cosmetics |
| Countries |
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UK, Europe,
USA |
Abstract:
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This case is about Mark Constantine (Constantine), the co-founder of Lush Fresh
Handmade Cosmetics (Lush), a UK-based producer and marketer of ethical beauty
products. Constantine started his first venture Constantine and Weir Plc. (C&W)
during the 1970s. C&W went on to become a key supplier to The Body Shop (Body
Shop).
When Body Shop bought out the rights to Constantine's products, he started a new
venture Cosmetics to Go (CTG), a mail order catalogue of beauty products.
However, CTG was a failure and went bankrupt.
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In 1995, Constantine started Lush and brought
in a unique approach to the marketing of beauty products. Lush
did not have a traditional marketing department, and relied on
innovative products, in-store advertising, word-of-mouth
advocacy, and public relations to promote its products.
Constantine was also one of the pioneers who championed the
cause against animal testing in the cosmetics and beauty care
industry.
The case highlights the challenges Constantine faced during his
early years, his role in the success of The Body Shop, the
failed 'Cosmetics to Go' venture, and the factors behind the
success of Lush. The case also discusses the entrepreneurship
qualities and management style of Constantine.
Issues:
» Understand the unique leadership and management style of Mark Constantine and
his contribution to the success of Lush
» Appreciate the sources of inspiration for an entrepreneur in the beauty care
industry
» Identify the benefits and challenges faced by a privately held company with
regard to managing its business growth and sustaining its values
Contents:
Keywords:
Mark Constantine, Lush Fresh Handmade Cosmetics, Cosmetics to
Go, The Body Shop, Anita Roddick, Innovation and Creativity, Values and Ethics,
Natural based ethical beauty products, People for the Ethical Treatment of
Animals, B Never Too Busy To Be Beautiful, Evaluation and Authorisation of
Chemicals Legislation, New Product Development, Entrepreneurship, Leadership ,
People Management Style
Constantine and the Cosmetic Factory
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