With a much-lauded ecommerce platform and consistently rising sales, Lush is a brand very much on the up. In fact, for its most recently published annual figures (for the year ending 30 June 2016), Lush recorded a 75% jump in pre-tax profit to £43.2m 2016 as sales rose 26% to £723.2m. Its online sales also rose – up 26% to £32.6m – while like-for-like sales increased by 19% during the period.

In particular, its North American subsidiary is growing fast, with the business approaching 1,000 stores globally and also overtaking The Body Shop in the UK market.

Lush’s success has been largely driven by strong customer service scores and the way it differentiates through ethical branding. For example, 100% of its products are recyclable, compostable, or biodegradable, with its face masks and bath bombs made from natural ingredients. This has created loyalty from consumers looking for a brand with purpose, with the Lush Instagram account, which plays up its ethical values, now standing at almost four million followers.

Speaking to Marketing Week at Lush’s annual ‘Creative Showcase’, the brand’s chief digital officer Jack Constantine talks amid an endless horde of tattooed millennials walking past wearing t-shirts that make political statements about protecting the environment. Meanwhile, on a stage slightly behind where we’re standing, Queen guitarist Brian May is making a passionate speech about saving Britain’s badger population. Constantine insists this kind of political environment must be adopted by more brands if…