An Exploratory Analysis of the Possibility for LUSH to Achieve Success in China (Mainland) - Essay Example

This policy creates a dilemma for companies like L’Oreal which seek to expand their market share to serve consumers from countries where humane treatment of animals is a public policy (1). Such companies were compelled to conduct tests on animals at their cost as noted by Alistair Currie at People for the Ethical Treatment of Animals (PETA) (2). Nevertheless, it is not possible for these companies to exclude China in their market expansion strategies until the government changes the current regulations regarding animal testing and substantiate on the matter (2).

Indeed, China is thinking of ways to reduce animal testing with regards to cosmetics (3). Chinas Food & Drug Administration announced that from June 2014, China will do away with its mandatory animal test requirements for cosmetic products manufactured domestically (4). For the first time ever, Chinese companies producing "non-special use cosmetics" such as shampoos or perfumes will have an option as to whether to submit their product samples to the government for testing on rabbits, mice and rats.

This will be accompanied by substantiating on product safety using existing safety data for raw ingredients, or European Union-validated non-animal tests (4). The ‘Be Cruelty-Free’ organisation will continue to work with Chinese officials towards a complete ban on cosmetics animal testing (4). This study focused on exploring China’s market potential for typical non-animal testing supporter, Lush, discussing its common marketing strategy and management style as ethical business. My personal interest drove me to choose this topic.

I have been interested in Lush for three years after several pleasant experiences on purchases both from online stores and agents. Surprisingly, despite its popularity, it is rare in physical stores. Lush was founded in 1994 as an organic cosmetics and skin care company. The core belief on which it was started was to manufacture fresh mandate products from natural