Mark Constantine: The Willy Wonka of the Beauty Industry
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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.
Case Details:
Case Code : Case Length : Period : Pub Date : Teaching Note : Organization : Industry Countries LDEN046 24 Pages 2002-2006 2007 Available Lush Fresh Handmade Cosmetics : Beauty care / Cosmetics : UK, Europe, USA
Price:
For delivery in electronic format: Rs. 400; For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges
Themes
Leadership, Entrepreneurship
Abstract:
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. 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:
Constantine and the Cosmetic Factory The Early Years The Body Shop Connection The 'Cosmetics To Go' Disaster Lush - Developing Evangelical Customers Failed Bid to Buy Body Shop B Never too Busy to be Beautiful Constantine's Entrepreneurial Genius The Future as He Sees it Exhibits Page No. 1 2 3 5 7 8 9 10 17 19
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