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7/27/2019 116508023-104566201-a-Media-Plan-for-Lush-Cosmetics-for-2010
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Media Buying and Planning
Introduction
Lush Cosmetics was founded in 1994 by
Mark Constantine. Mark had previously
worked as a product developer for the
Body Shop. The company has headquarters based in Poole in the south of England and now
have over three hundred and fifty stores as far afield as Japan and Australia. Despite being
an international company all of the stores are owned by Lush.
Lush relies on their USP of hand making all their products with fresh and natural
ingredients; these include skincare products, bathing and hair care products. All ingredients
sourced by Lush come from sustainable sources with all of their products being suitable for
vegetarians and many are suitable for vegan use. As a company Lush are committed to
sustainable trading using fair trade ingredients as well as making efforts to reduce their
carbon footprint. It is this friendly and caring method of doing business which has helped to
ensure that Lush has become an internationally recognised brand synonymous with superiorproducts and admirable business practices.
In the UK almost all major towns and cities have a Lush store located in the high street
however in Northern Ireland there is only one store located in central Belfast. This means
that many of the Northern Irish sales occur through the shopping feature on their website.
This digital method of sales affects the likely customer base which must be taken into
account when devising the media plan.
Media Objectives
It has been proven that for an ad to be effective it must be seen at least three times over
a short period of time by the targeted audience (Sissors and Baron 2002). This rule is true of
any advertisement shown across any media vehicle. Each ad to be shown by Lush must
conform to these guidelines to guarantee that maximum reach is made across the target
market. In order to ensure that this is the case the target market must be fully understood.
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There are some generalisations that Lush can make about the demographics of their
target audience in order to better identify them. The first of these is that the majority of
Lush customers will be women. Usually the person who purchases the product will be the
end-consumer but this varies around Christmas time when many pre-packaged gifts become
available. Most products produced by Lush are designed with women in mind including
make-up and bath bombs. However Lush does cater for male customers with products such
as shaving cream, it is more likely that these will be purchased by women for male relatives
or spouses as gifts. Those women who do purchase Lush products are likely to be between
eighteen and thirty-nine. This targeted age group suits Lush as they offer specialised age
products including skin moisturisers at a premium price.
In addition to these demographics Lush can further target the most appropriate market
through psychographic means. Lush products are often expensive so those women who buy
them are likely to set aside some of their extra disposable to purchase luxury products. By
realising that these consumers are willing to pay a premium for products it can de deduced
that they the consumers are appearance conscious. In addition to these Lush business
practices ensure that many customers have an interest in both ethical and environmental
issues. Lush addresses these issues by using a minimum of packaging on all products and by
sourcing ingredients such as palm oil from sustainable sources.
Current Marketing Mix and Strategy
The marketing mix is a group of
elements that a company uses to sell
its products; the marketing mix
consists of the 4P’s;
Product
Price
Place
Promotion
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As stated previously Lush’s product is fresh handmade cosmetics made from entirely
natural and ethically sourced ingredients. Lush products are well reputed for being high
quality and range from bath bombs, skincare products to shower gels.
Lush products are charged at a premium price with the cheapest items being bath bubble
bars which sell for around £3.00 while the more expensive skincare moisturisers can be as
expensive as £25.00 for a small sized pot. Lush can charge these prices as customers are
willing to pay slightly more to ensure that all of their products are high quality and have
been responsibly manufactured.
As mentioned before in Northern Ireland there is only one store located in Belfast so
many sales here are conducted through the website or through the postal order form that
can be requested. However Lush has stores all around the world with each of these sourcing
local ingredients from which they make their unique products. Many of these countries have
Lush stores located in high streets of large towns as well as in busy locations such as airports
guaranteed to have high foot-fall traffic.
Unlike many other beauty product companies Lush has never invested in any formal
advertising in the UK or throughout the rest of the world. Lush relies on positive-word of
mouth reviews from satisfied customers and features in the pages of several respected
women’s magazines. Lush uses email newsletters as well as the ‘Lush Times’ mock up
newspaper which is sent to existing customers through the post. The ‘Lush Times’ advertises
the latest products as well as gives product reviews from other customers. This allows Lush
to communicate their latest news including charity events, information on forth-coming
products and when the products will hit stores. The paper also includes a list of all products
and an order form allowing customers unable to access the internet or get to stores to make
purchases. This paper can be considered a form of direct-mail however Lush produce it in
such a way to ensure most customers will not recognise it to be advertising encouraging
them to believe any message it contains.
Lush ensure that the ‘Lush Times’ is only delivered to customers who have already
purchased products from the internet, from stores or have signed up to receive it. This
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means that the budget allocated towards producing it isn’t wasted by only exposing it to
consumers who would be interested in making a purchase and not to those who wouldn’t
purchase products. The paper is made out of recycled paper ensuring that it is in keeping
with Lush’s ethical business stance. This allows for the very media vehicle itself to add value
to Lush’s media objective.
Lush make use of free web sites on social networking sites with profiles on Facebook and
on Twitter. These profiles allow Lush to make a personal connection with their customers
and offer special deals as well as exclusive online competitions. Again these profiles aren’t
always recognised by customers to be advertising by potential consumers. These profiles are
available free to the company meaning that Lush doesn’t have to dedicate any of its budgets
towards maintaining these sites.
Competitors Media Profiles
Lush faces many competitors within the health and beauty market in the UK however
their largest competitor is the Body Shop. The Body Shop offers products of a similar USP
with charitable and responsible business practices. The first Body Shop store was opened on
the 26th March 1976 with franchises opening across the world ever since. Like Lush the Body
Shop has always committed itself to fair-trade practices as well as animal rights issues. The
two companies have very similar unique selling points however the two companies have
very different branding strategies. Lush has a brand that encompasses fun and youth while
the Body Shop holds a more grown up and sophisticated brand.
Similarly to Lush the Body
Shop gains some publicity
through their ethical practices.
It is well known that the Body
Shop has always had an anti-
animal testing stance and their
recent partnerships with
animal and other charities has
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cemented their place in the news. This guarantees the company a share of free advertising.
Unlike Lush the Body Shop do spend a portion of their budget on dedicated advertising.
This advertising in the UK includes print advertisements shown across magazines and
newspapers. The above image illustrates the Body Shop’s latest ad campaign that
encourages celebration of women of all shapes and sizes. This ad campaign has been
launched throughout the world using various media vehicles but has been most apparent in
the press particularly in weekly and monthly editions of glossy women’s magazines.
Lush also faces competition from premium companies such as Clarins and high-street
skincare companies like Dove and Nivea. Despite being different these brands all use similar
methods of targeting potential customers. All of the brands use magazines as their main
media vehicle as
shown by the
example on the left
produced by Dove
in their campaign
for Real beauty.
The majority of
these brands also
use television as a
secondary media vehicle as it allows them to illustrate the benefits of the product in a more
visual way. These ways of communicating with potential customers work for the brands as it
allows them to demonstrate their products to best show of the potential benefits for their
target market.
Budget
The budget of this campaign has to be considered thoughtfully, despite being a large
international company Lush has never spent vast amounts on its advertising before and so it
would be foolish to start with a high budget and high profile campaign. Such a campaign
wouldn’t fit in with Lush’s home-grown image. It is also important to remember that this
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campaign is exclusive to Northern Ireland and has such doesn’t require an overly large
budget.
A large budget campaign may make potential consumers wary of Lush products because
of the sheer volume of advertising that already exists in the beauty product market.
Furthermore a percentage of Lush profits are given to various charities including animal
protection charities and homeless charities, any large budgeted advertising campaign would
impact on the amount of money that was available to these causes. If Lush were to spend
this money on advertising instead of the charitable causes many existing customers would
become dissatisfied and possibly move to competing brands such as the Body Shop.
These reasons mean that any advertising activities that Lush should carry out within
Northern Ireland should not exceed a budget of £5000.
Creative Strategy
The main creative strategy behind the campaign is to make more people in Northern
Ireland aware of Lush and the products that they sell. The tone of the adverts should remain
the same as the overall friendly tone of the company. The ads will be delivered through
social networking sites and through direct mail.
The majority of the ads will be shown through social networking sites in particular
Facebook. Facebook has been chosen has Lush already has a presence there with several
profiles dedicated to the different countries in which the company operates. Furthermore
many Lush customers both potential and existing are likely to have their own Facebook
profile and access it at least once per day.
Adverts shown through Facebook will allow targets to easily click through to the Lush UK
website to make purchases. The ads will contain images of Lush products and the Lush logo
as well as information about special offers, new products and information about the
company. The adverts will be run over a ten week period and will only be shown to
Facebook users a maximum of once per day to avoid over exposure and irritation.
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The other half of the campaign will be made up of direct mail. Direct mail has been
chosen as Lush already use this form of advertising so it fits with the company image.
Furthermore it also allows Lush to create a personal relationship with existing and potential
customers. The direct mail will consist of a leaflet and a free sample of a Lush product
handed out by a member of Lush staff in busy shopping centres across Northern Ireland.
Leaflets will include information on Lush as a company, special offers and new products. The
leaflet will also contain the Lush UK website address as well as the address of the store in
Belfast. The free samples and leaflets will be limited to one per person per day. The leaflets
will be handed out during the busiest times in the shopping centres where the footfall is
highest. This will include peak times such as Friday evenings and Saturday mid-mornings and
afternoons.
This plan will accomplish Lush’s goal of raising awareness of their products in Northern
Ireland through personal and internet means. Ensuring one point of human contact allows
the Lush brand to take on a personality which is more likely to make them successful.
Geographic Weighting
This campaign will be run exclusively in
Northern Ireland and so all the adverts run within
the campaign must be exclusively targeted to
consumers based in Northern Ireland.
The nature of this campaign lends itself well to
a small and local geographic setting. The adverts
run in the social networking site Facebook are only shown to people who are listed as
currently living in Northern Ireland. Because the adverts are run on a pay per click basis it
ensures that money is not wasted advertising to people in the wrong places. Furthermore by
using leaflets and free samples handed directly to potential customers Lush are able to
apply some selectivity so that the leaflets will be most likely given to those who will go on to
make purchases from the company.
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The adverts shown on Facebook will be delivered to users all across Northern Ireland as
these consumers are most likely to make purchases through the Lush website without
having travelled to the store. Those consumers exposed to the leaflets and free samples are
more likely to travel to the Lush store in Belfast to make a purchase as they may not have
access to the internet. Leaflets and free samples will be handed out in shopping centres
such as Foyleside in Londonderry and the Fairhill centre in Ballymena. A lesser amount of
leaflets will be handed out in centres in Belfast including Victoria Square and Castlecourt;
however the campaign is a national campaign focusing mainly on purchases made from the
website so does not need to be centred in Belfast.
Reach and Frequency
The reach of this campaign can be measured in two different ways across this campaign.
Firstly the reach can be accurately measured through the adverts shown on Facebook
through the dedicated measuring tool provided by Facebook. Facebook will provide Lush
with the number of those who click through the advert to Lush’s website. If anyone exposed
to the ad clicks to close it Facebook provides a feedback survey which will provide Lush with
information on why the advert was unappealing to them. If the advert is found to be
unappealing to many it can be easily changed to suit the needs of the target market. The
Facebook advertising operates on a pay per click system which will guarantee a minimum of
sixty-three clicks per day. The campaign will run for a total ten weeks which will secure a
total reach of 4410 clicks through to the Lush website.
Secondly the reach of the leaflet part of the campaign can be measured in terms of how
many leaflets and samples will be handed out. Throughout this campaign it is anticipated
that the Lush staff will hand out 20,000 leaflets throughout busy towns and cities across
Northern Ireland. If half of those given leaflets and free samples visit Lush website this will
increase web traffic by 10,000 hits. If half of those people go on to order from the site it will
see Lush’s orders rise by 5,000 across the province. The direct mail campaign will take place
over the same ten week period as the Facebook adverts are running ensuring that the two
will back each other up.
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As stated previously by Sissors and Barron (2002) for an ad to be effective it must be seen
at least three times by the intended audience. Obviously with the direct mail campaign
people will only be exposed to the free sample once throughout the campaign. This means
that those handing out the leaflets as well as the information contained in the leaflet must
act as the second and third part of frequency. The staff can reiterate the information
contained on the leaflet. The leaflet is designed to be kept hold of so that potential
customers can look at it again at a later time; this also increases the frequency of exposure
to the company.
The adverts shown on Facebook are only to be exposed to customers once per day over
the ten week period to avoid over exposure and annoyance. However because the ads are
only to be shown to the smaller population of Northern Irish Facebook users it is guaranteed
that the ad will be shown repeatedly to the appropriate audience. This repeated exposure
will ensure that the ad is seen at least three times by the targeted audience.
Furthermore both parts of the campaign will be carried out over the same ten week
period. This means that there is likelihood that the targeted audience will be exposed to
both forms of the campaign at some point throughout that time.
Media Comparisons
Before deciding on the chosen two media vehicles many others were considered and
dismissed. These various media vehicles were deemed to be unsuitable for a various
number of reasons.
The first media vehicle that was considered but
ultimately dismissed was advertising on television. Adverts
would have been broadcast on terrestrial television
channels 3 and 4. Television was dismissed however
because of the huge costs that it would have involved.
Producing a suitable ad would have cost well over the
allocated budget and then buying screening space would have further added to these costs.In addition to this television advertising wouldn’t have allowed for accurate targeting of
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customers, the audience would have been from the entire UK not specifically from Northern
Ireland meaning the ads would be exposed to many people who weren’t relevant.
Another media vehicle that was considered but rejected was magazine advertising.
Adverts would be shown in the beauty sections of women’s
glossy weekly magazines including Heat, Gratzia and Look.
This form of advertising was dismissed as like TV it didn’t allow
for specific targeting of the correct audience. While it targeted
the right psychographic audience members the magazines are
distributed across the UK with some being sold in Europe, this
is far greater than the required Northern Irish audience
meaning that many would be exposed to the advert
unnecessarily. There are some magazines for women that are
exclusive for Northern Ireland however these were also deemed to be unsuitable as many of
the target audience were unaware or didn’t purchase them regularly. Magazines also do
not offer the potential to build the brand loyalty and interactivity that many other media
vehicles can give.
Outdoor and billboard advertising were also decided to be unsuitable for advertising Lush
products across NI. Adverts would be placed on billboards on public transport or in high
profile places. This method of advertising would give Lush the visual element that they
require to show off their product. However advertising on a large scale on buses and trains
doesn’t fit with the environmentally green brand image that is presented by Lush. This form
of advertising would undermine the message of Lush as a company as well as making
consumers suspicious of any other message presented by the company.
The final media vehicle that was decided to be unsuitable was radio advertising. Lush
relies heavily on the pretty visual elements of their products in order to sell them. Radio
only offers an audio element that is unsuitable to the product.
The two media vehicles chosen for the campaign are Facebook and direct mail. Thesemethods were chosen as they best fit with the company for different reasons. Adverts
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shown across Facebook were chosen as the majority of the target market are active
Facebook users giving access to larger numbers of potential customers. Facebook also
allows for instance click through to Lush’s website giving potential consumers easy access to
Lush products. Facebook ads can also be accurately targeted based on keywords and
selection material so the ad only goes to the specific target market preventing waste
showing it to uninterested consumers.
Direct mail is currently used a as means of advertising by Lush so the campaign is a logical
extension of this. By handing out free samples with the leaflets consumers are more likely to
hold on to it and look at any information provided. By having the leaflets handed out by
Lush staff ensures at least one point of human contact throughout the campaign giving Lush
a friendly human face and some brand personality.
Media Costs
The costs of this campaign are relatively easy to measure. Firstly the Facebook advert is
created through the pay per click option. A daily budget for this was set at £15.00; the ad
will be running everyday for a period of 10 weeks. This brings the total cost of the advert up
to £1050.00 for this portion of the campaign. The bid per click cost of the advert is 24p for
the company which guarantees a minimum of 63 clicks to the advert per day. This totals
4410 clicks across the 10 weeks meaning that this will ultimately increase web traffic on
Lush’s UK website. This cost is relatively low compared to the costs of other media vehicles.
Furthermore this cost is only spent reaching the exact target audience required by Lush.
The cost of printing the leaflets totals £650.00 for 20,000 leaflets printed by a company in
Londonderry. These leaflets are gloss finish with all relevant pictures and text contained.
This is the most cost-effective part of the direct mail campaign. The free samples attached
to half of the leaflets can be produced at cost to the company however will incur the second
highest cost of the whole campaign. The highest cost of the campaign will be the staff costs
for handing out leaflets. This could be reduced if Lush staff were not used however the
value and sincerity they add to the campaign is worth the extra cost.
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The total cost of materials for the campaign comes to £1700.00 which leaves a total of
£3300.00 for producing the free samples and staff costs.
Constraints
Despite the best efforts the campaign does have a few constraints. The first of these
being that the only Lush store is based in Belfast. This means that the campaign relies
heavily on internet orders, while this shouldn’t be a problem as the majority of the target
market are internet users it should not be overlooked.
The budget of the campaign has been carefully thought out however it could benefit
from being increased. Many more media vehicles could have been considered as well as
more free samples being produced. However a large budget wouldn’t be suitable for such a
local campaign so the budget has been deployed in the most efficient way possible. The
constraint of the budget however can be seen to be an advantage to Lush. The less that they
spend on their advertising means that the more that is left to be spent on the charitable
causes that they value so highly.
The suitable media vehicles were also held back due to the locality of the campaign. A
more national campaign could have been advertised through more exciting and interesting
media vehicles. However this doesn’t lend itself to a small campaign, all media vehicles
chosen had to be specific to Northern Ireland limiting the choice available.
Recommendations
In the few weeks after this campaign has run it is important that Lush conducts some
form of market research to measure how successful the campaign has been. This research
should include analysis of brand awareness before the campaign has run throughout the
targeted market and awareness levels both during and after the campaign has run. It is
expected that brand awareness levels will increase throughout and after the campaign.
If this campaign is successful it could lend itself to Lush beginning a more structured
form of advertising in the future with similar adverts being rolled out across the rest of the
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UK. Furthermore if the adverts are successful it would be worth considering a more long
term advertising plan within Northern Ireland and throughout the rest of the UK.
Conclusion
The overall aim of this media plan is to raise awareness of the Lush brand name and their
products throughout Northern Ireland. This will be achieved through the use of the two
most appropriate media vehicles. In this case the most appropriate advertising is through
online means using Facebook adverts and direct mail using leaflets and free samples handed
out by Lush staff.
The media plan is designed to be low budget and environmentally friendly to fit in and
highlight the brands charity
work and green business
practices. The plan is also
engineered to fit with the
locality and standard of
Northern Ireland with
advertising with the non-
invasive ads.
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References
Books Used
1. Sissors J.Z. and Baron R.B. (2002) Advertising Media Planning, sixth edition, McGraw
Hill
Websites Used
1. Company information, http://startups.co.uk/667884291113970894/lush-
cosmetics.html (accessed on 20/04/2010)
2. Company information,
http://www.lush.co.uk/index.php?option=com_content&view=article&id=6289<e
mid=112 (accessed 20/04/2010)
3. Body Shop company information
http://www.thebodyshop.co.uk/_en/_gb/services/aboutus_history.aspx (accessed
24/04/2010)4. Body shop advert, http://dsandler.org/erinmak/diary/wp-
content/uploads/2008/03/supermodel-small.jpg (accessed 1/05/2010)
5. Dove, campaign for real beauty advert,
http://images.google.co.uk/imgres?imgurl=http://benbarry.files.wordpress.com/201
0/01/dove1.jpg&imgrefurl=http://benbarry.wordpress.com/2010/01/17/age-is-
beauty/&usg=__VrJeyG7M-lp99i_s9XoW-
Ore4PA=&h=1293&w=2500&sz=323&hl=en&start=7&um=1&itbs=1&tbnid=7TnGCwr
iIo0CXM:&tbnh=78&tbnw=150&prev=/images%3Fq%3Dcampaign%2Bfor%2Breal%2
Bbeauty%2Bdove%26um%3D1%26hl%3Den%26client%3Dfirefox-
a%26sa%3DG%26rls%3Dorg.mozilla:en-GB:official%26tbs%3Disch:1 (accessed on
1/05/2010)
6. Creating a Facebook advert, http://www.facebook.com/ads/create/ (accessed on
1/05/2010)
7. Pricing information for leaflets, http://www.londonderryprint.com (accessed on
1/05/2010)
Images used
1. Lush company logo,
http://images.google.co.uk/imgres?imgurl=http://www.blogthecoast.com/runway_r
eady/archives/LUSH%252520Cosmetics.gif&imgrefurl=http://www.blogthecoast.co
m/runway_ready/archives/2009/08/product_review_2.html&usg=__pUKHFIavakGQ
DIExC2FizIvdqas=&h=126&w=278&sz=8&hl=en&start=7&um=1&itbs=1&tbnid=0Jvtr
p0dNqyXhM:&tbnh=52&tbnw=114&prev=/images%3Fq%3Dlush%2Bcosmetics%26u
m%3D1%26hl%3Den%26client%3Dfirefox-a%26sa%3DN%26rls%3Dorg.mozilla:en-
GB:official%26tbs%3Disch:1 (accessed 20/04/2010)
2. Lush products, http://blog.onebook.northwestern.edu/wp-
content/uploads/2009/11/lush-cosmetics.jpg (accessed on 23/04/2010)
3. Map of Northern Ireland http://www.broadbandsuppliers.co.uk/uk-isp/wp-
content/uploads/2009/08/acc_map.gif (accessed on 05/05/2010)
4. Image of TV https://reader008.{domain}/reader008/html5/0418/5ad686328db2b/5ad68638a72d8 (accessed
05/05/2010)
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5. Magazine cover image https://reader008.{domain}/reader008/html5/0418/5ad686328db2b/5ad68
(accessed on 05/05/2010)
6. Lush store image, https://reader008.{domain}/reader008/html5/0418/5ad686328db2b/5ad6863ae (accessed on
05/05/2010)
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