Lush’s new foundation: a revolution of no packaging for colour cosmetics?
The Slap Stick is a range of 40 solid egg-shaped foundations, and is the latest addition to Lush’s ranges of solid haircare, perfumes, toothpastes and sunblock.
The product is made with natural ingredients and claims to be 100% vegan, as well as its 40 shades making it relevant to a wide variety of skin tones.
“The long-standing ‘naked’, packaging-free range from the brand offers an alternative to liquid products that generate plastic waste, often ending up in the ocean. Slap Sticks are Lush’s latest solid offering,” explains market research firm Mintel, which has said the product ‘raises the bar’ for packaging-free cosmetics.
Packaging, ingredients: major challenges
Kayley Thomas, Project Manager at Lush, currently leading the make-up division, spoke to Mintel about the inspiration behind the new Slap Sticks.
She explains that reducing plastic is a passion for Lush, and suggests that usually, makeup is one of the worst categories for plastic packaging.
“When bought online, Slap Sticks arrive in a small matchstick-style cardboard box. These are pretty durable and fully recyclable, with a vegan coating so minimising the chance of products staining the box,” she explains.
However, the naked colour cosmetics concept, while certainly a talking point and good marketing ploy, may not be suitable in its current format longer term.
“We’re under no illusions that this product will be a little messy compared to heavily packaged foundations, but that in itself is an interesting talking point,” explains Thomas.
“In fact, we’re working on new longer term packaging solutions, still in line with our credentials, and we’re also developing a makeup bag specifically designed to house a new wave of naked products.”
