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The purpose of this essay aims to evaluate the management strategies of Lush, it is critically evaluated with the criteria of creating, communicating and delivering values. The first part of value creation is product differentiation. Lush differentiate its product by applying their unique eco-friendly packaging strategy and offering premium product quality. Following the eco-friendly packaging strategy, Lush effectively delivers the values of minimalism and environmental friendly by having the products“naked” or be in recyclable containers. On the other side, the freshness of the products and their handmade processes are reflected to the premium product quality. Instead of blindly launches products that customers vote for, Lush assess the positioning strategy for new product development in order to integrate the new products the existing ones and to delivery the same brand values. Based on the SERVQUAL model, Lush offers its customers pleasant experiences by providing reliable and assuring services with interactive in-store environment and the well-prepared staffs. In communicating the brand values, different from many other cosmetic brands, only unconventional communication channels are used in Lush’s advertisement strategy. In order to create an authentic environment, Lush shares knowledge, special tips of the product on Facebook, Twitter and Instagram, and it also encourages the users to share their experience on these social media platforms. As for instore communications, brand ambassadors(BA) work as the main medium. BAs of Lush are trained to promote the company image and values instead of simply selling the products to the customers. In the stores, BAs not only answer the customer’s questions about the product, they also provide personalized consultations and further share the company values to the customers, which contributes to the pleasant in-store shopping environment. After creating and communicating the brand values, Lush applies a strict censorship of its supply chain and uses exclusive distribution strategy in order to guarantee these values can be delivered to the customers successfully. In addition to the use of ethical sources, freshness of the product and the sustainability are also influential in Lush’s choices of their suppliers....