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02
apr
2016
Elisabeth MENANT
Technological & Marketing Trends Analyst
2 minutes

TEST BEAUTY PRODUCTS IN COLOURFUL SURROUNDINGS!

At Lush, a militant cosmetics retailer, the warm atmosphere encourages customers to try their products. A very colourful, fragrant and sonorous store, reflecting the brand’s gaily coloured and effervescent products (green, purple, yellow, etc.) and their originality.

The concept

devanture

 

Lush is a cosmetics company based in Poole in Great Britain. Founded in 1995, it has more than 830 stores in 51 countries. Lush invents its own products and perfumes and makes them fresh by hand, which indeed gives the textures of their in-store products a “grandmother’s recipe” feel! For all that, it doesn’t claim to be an organic brand (it uses preservatives for instance), but rather a green and environmentally-friendly brand (no animal testing, limited packaging, etc.). Their hyper-effervescent batch bombs are the brand’s flagship product, invented by Lush’s co-founder in 1989. On Oxford Street, their store is 10 times bigger than the average retail outlet. The retail chain has paraded all its ingenuity: a spa, its perfumes showcased on the basement, in-store product tests, an event-driven area called “The Soapbox”… A veritable fireworks display of colours and fragrances!

Why visiting the store

Tester les bombes

TESTING THE BATH BOMB

Lush loves scents, colours and originality! Plunge your hands in a bubbly bath. That is the experience suggested when you enter the store. These vividly coloured baths are there to brighten up your day. Washbasins and hand towels are at your disposal if you wish to test products in store.

Acheter un shampoing solide

BUYING A SOLID SHAMPOO

No more worries at the airport, thanks to these shampoo balls! Solid products are also the retailer’s environmentally-friendly hallmark. An anecdote? One truck filled with solid shampoo equals 15 trucks filled with plastic shampoo bottles!

Peser vos produits

WEIGHING YOUR PRODUCTS

On the lower level you can buy your products by weight, which gives the store the feel of a delicatessen. Customers can also have a manicure, etc.. Moreover, the sales staff attend to your every need and speak to you like a friend. Some of them even try the products unashamedly in front of you.

Participating in the life of the store

PARTICIPATING IN THE LIFE OF THE STORE

Give free rein to your creativity in the Fun Gallery with modelling clay and share your creations on social media. Then immortalize your visit on the giant Photoboost screen located between the store’s two floors. There the screen appears to be an integral part of the store.

MADE-TO-ORDER PRODUCTS

The Lush Kitchen is the laboratory where the brand’s products are made. You can benefit from exclusivities and put forward ideas for new products.

You can monitor the making of your products on the site thanks to regular and live updates of the Lush Kitchen. An effective way of showing off the brand’s know-how and getting customers to take participate in the making of the products!

Experience in video

Photos gallery

Elisabeth MENANT
Technological & Marketing Trends Analyst
To explore with you the transformation of retail with a double approach both editorial and business
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