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The handmade cosmetics brand, LUSH has started in 1994, and uses fresh ingredients to make its products. The cosmetic company has been inspired from food markets and thus seeks to provide uplifting shopping experience in its stores. The cosmetics company is unique in establishing its brand image - it promotes its products with bright colors and sweet smells and further, claims to be an ethical company by leading numerous campaigns.

B is now releasing its sixth issue.

As B kept up with its work of publishing new issues, it has found key aspects of the brands it has selected – aspects that are impossible to miss not only for consumers but also for business leaders.

The brand that B has focused on for this issue is the UK handmade cosmetic brand called Lush, a brand with colorful products that are simply irresistible.

I have always found that the brand names that aspire to be “ethical” have room for improvement. These brand names have most of their products in neutral colors to stress that their products are dye-free and are mostly associated with herb scents that are likely found in medicine. Product packages are uniformly in shades of off-white or brown. Moreover, these ethical brand names are largely inclined to the conventional wisdom that their products should not smell strong.

In contrast, Lush products are bolder in color and scent than any other brand names I know, and some of the products are wrapped in cheap-looking paper. However, Lush conveys its eco-friendly message more effectively and coherently to its customers and is parallel to other prestigious cosmetic brands. In addition, the cosmetic company is heralding in a so-called “consumption with consciousness” era by championing animal protection, environmental and human rights in every aspect of its business and carrying out relevant actions.

Another notable aspect of Lush is that the company is interacting with its customers by nudging them to use all of their five senses to ensure an emotional resonance with the brand. The cosmetic company does not hesitate to usher its customers into having a unique experience, almost as if they are shopping in a supermarket, by encouraging them to touch, smell and even taste its “edible-looking” products. Similar to visiting a restaurant owned by a seasoned chef, Lush lets its customers have an inimitable experience of “grocery shopping” their soaps. If conventional sensory branding is said to be about pushing customers into smelling scents and listening to music that a company has selected, then Lush is the very cosmetic brand to have a close look at. Lush products may not exactly be edible, but it is indirectly blending “taste” in building its brand image.

As a company that balances consciousness and style, I am personally placing Lush in the same realm as Freitag, which was featured in B’s first issue. Refraining from stubbornness, these brand names are making their presence known as social activists, pairing consciousness with sensible and sophisticated communication. As a responsible member of society, they are stressing that ethical responsibility and profit-seeking cannot be separated from each other.

I would like to suggest that readers of B drop by a Lush shop filled with uplifting scents and grab a bar of your favorite soap. I am sure that a small bar of soap has the ability to keep your spirits up all day. Ultimately, it would be great if readers could drop a small piece of Lush’s Bubble Bar into a hot bath and enjoy a small though powerful treat filled with bubbles and scents.

PublisherSuyoung Joh