Explain the generic strategy use by plush

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While the majority of makeup brands focus on mass production and utilising whatever ingredients are necessary to achieve the desired results, PLush forges its own path: all of their products are handmade, completely vegetarian, mostly (80%) vegan, never tested on animals, and made with ethically sourced ingredients. They recognise that there are plenty of women who, while wanting to look nice, are sick and weary of the chemical-laden products, mass-production side effects, and brutal animal experimentation that plague the beauty business, and thus PLush separates everything to appeal to those very people. Explain the generic strategy use by PLush.

Reference no: EM133167636

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