Analysis of 1 269 Lush reviews

Can reviews show what do customers think of Lush?


Lush is a cosmetics retailer based in the UK, with stores in several other countries. The company focuses on creating soap, shampoo, lotion, etc, using vegan or vegetarian recipes. In May 2018, the company received attention for its campaign “Paid to lie #Spycops”. The campaign, which was widely criticized, focused on highlighting previous abuses by undercover police officers in the UK.

We thought it could be interesting to see if the Lush campaign has affected customer reviews. Therefore, we took 1 269 customer reviews about Lush posted on TrustPilot and ran them trough Gavagai Explorer.

Here are 3 things we found out!

The two topics that are talked about the most are “campaign” and “police”. “Campaign” is mentioned in 51% of the reviews and it has an average grade of 1,03 / 5, which is lower than the overall average (1,45 / 5).

Analyzed over time, the topic “Facebook” was talked about a lot during July 2018. The topic has a lower grade than the overall average: 1,06 / 5 compared to 1,45 / 5.

Reviewers who mention the topic “staff” seem to give a higher grade than the overall average: 1,64 / 5 compared to 1,45 / 5. The topic was talked about more often in 2014 compared to today.

What can we tell from this?

From our analysis, it is clear that the company’s campaign has affected the reviews and the average grade. It seems that many people have responded to the campaign by leaving bad reviews. The topics “campaign” and “police” are mentioned in 51 vs. 45% of the reviews. 

Some of the reviewers also mention that they placed a review of Lush on their Facebook page in opposition to their campaign. According to the reviewers, the comments were deleted by Lush. Although the campaign was implemented in 2018, it still affects the company’s rating and the things that the company does well are overshadowed by the previous campaign.

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