Marketing Currents - Business and Marketing Current Events

Inside the Lush brand collaboration machine (that doesn’t rely on social media)


After ditching social media, the brand doubled down on forging collaborations with the likes of Netflix, Mattel, and Paramount to fuel excitement. Here’s how that plan has played out.

Click here to read the story at

Discussion Questions:

  1. What type of business is Lush?
  2. What is a brand collaboration?
  3. Why do brands collaborate?
  4. Based on what you learned from this story, what are some examples of brands that have collaborated with Lush?
  5. Why do you think Lush would want to collaborate with those brands?
  6. According to information from this story, how have those collaborations impacted sales for Lush products?
  7. What is licensing?
  8. How might this story represent an example of licensing?
  9. Why might those brands want to collaborate with Lush?
  10. What is cause marketing?
  11. Based on what we learned from this news story, how might the Lush collab with SpongeBob SquarePants represent an example of cause marketing?
  12. What is social media marketing?
  13. How can a business or brand benefit from social media marketing?
  14. Why do you think Lush has decided not to use social media as part of its overall marketing strategy? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.