It’s a sign that Lush is again looking to innovate in responding to ever-rising demand for authentic engagement with consumers from beauty players, particularly when it comes to online communications.
“Community Products have either been voted for or highly sought after on social by Lush communities and super fans,” the brand confirms.
“An ongoing hashtag conversation, #LushKitchen encourages open feedback as well as offering Lush communities the opportunity to engage with Lush as a brand.”
Shower gels: the launch focus
Lush says the new concept stems from a social media conversation in May between Mark Constantine, Lush co-founder and product inventor, and his followers on the subject of shower gels.
“I was just thinking, if you could choose a new liquid shower gel what would you like?” he posted on his Instagram.
The responses from his followers have led to the first launch of Lush’s Community Products, seven self-preserving shower gels that feature fragrances voted for by Lush’s followers and community.
Available exclusively from uk.lush.com, each Community Product will be limited edition and made in small batches, says the company.
The shower gels will then be rolled out in other parts of the world throughout the summer.
“The heart of Lush has always been our customers so being able to use social media to find out what they love, tell the inventors and then make it happen is really exciting,” says Danika Leigh, Lush Kitchen Channel Manager.
“Although the shower gels are amazing, connecting with the community of Lushies online is going to be the best bit for us.”
The scents are: American Cream, Grass, Karma, Calacas, Flying Fox, Sultana and Avocado.
Authentic connection: our Editor’s take
It has long been acknowledged in the beauty industry that brands have to be particularly good at resonating with their consumers online, as beauty is an industry that particularly depends on that sense of personal connection between beauty product, brand and consumer.
From chatbots, to virtual mirrors, to working with independent beauty influencers and more, brands have been making every effort to explore avenues in this area.
The success of its new Community Products remains to be seen, but it certainly looks like another step in the right direction to cultivate brand loyalty - something at which Lush is already proving particularly successful.