When given a choice, customers are loyal to Lush Cosmetics. Instead of targeting all customers, Lush Cosmetics only needs to target new customers in order to grow their business… … "Customer Loyalty (Lush Cosmetics)" has a significant impact, so an analyst should put more weight into it. "Customer Loyalty (Lush Cosmetics)" will have a long-term positive impact on the this entity, which adds to its value. "Customer Loyalty (Lush Cosmetics)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.