UK-based Lush has carved a name for itself as the maverick of the natural beauty world by combining natural-based beauty products with a strong pro-environment message that does not shy away from politics.
But this time the message of beauty and wellbeing is being stretched in the direction of fitness, with the launch of a exercise classes at its flagship store in Oxford Street, London.
Teaming up with fitness players
The cross-branding venture has seen Lush team up with HulaFit and Psycle to host a selection of exercise classes at the store’s dedicated event space on Wednesday evening throughout the month of June.
The free-to-attend promotional class will include hula-hoop and HIIT workout classes, which have been to complement the store’s beauty portfolio and services.
The exercise classes are also being teamed up with beauty sessions on Tuesday nights, designed to Lush products for hair care, skin care and ‘cruelty-free make-up’ sessions.
Lush fragrance cinema
This is not the first time Lush has focused on a pop-up concept to promote its beauty retail business in the UK, having recently launched a successful series of fragrance pop-ups.
Company executives says that the overwhelming success of those fragrance pop-ups has led to plans to create a permanent scented cinema concept at the same Oxford Street store.
The first pop-up fragrance cinema appeared at the Oxford Street store in December 2015, where it transformed part of the lower-ground floor into a 16-seat cinema, where cult class films were played with a fragrance accompaniment.