Lush invites consumers to be the 'Mary Berry' of cosmetics

By Sarah Parsons | Published: 30-Apr-2018

The British activist cosmetics brand's new #LushLabs digital project is bring beauty fans closer with the NPD process

Lush has taken its NPD out of laboratories and into the digital realm with the launch of #LushLabs.

On the 29th of every month (in honour of the brand’s original R&D lab 29 High Street, Poole) the British cosmetics firm will release limited run products for consumers to purchase and provide feedback on via hashtag.

Lush will then take the collected critiques to either reformulate the products in preparation for store shelves, or scrap them entirely.

“The Lush Labs is an opportunity for myself, and the rest of the inventors at Lush, to flex our imaginations and show off exactly what is possible,” said Jack Constantine, CDO of Lush.

“With every comment, reaction and critique you send back to us, that product’s future will change.”

To kick off #LushLabs, consumers can now try and provide feedback on seven soaps: Oat, Oregano, Karanja, Aster La Vista, Poppy, Birch Sap and Komorebi.

Lush's new soaps: Birch Sap, Aster La Vista and Komorebi

Lush's new soaps: Birch Sap, Aster La Vista and Komorebi


Each new collection aims to highlight a topic that a Lush Inventor is passionate about.

“The Lush Labs is their moment in the spotlight too because every time a product is released into the wild, there's a reason behind it,” added Constantine.

“The original impetus could have been finding out that pump soap is six times more flippin' wasteful than bar soap.

“Or an inventor might have wondered aloud whether foundation could be made fresh, without compromising on colour, creativity, animal rights or the environment.”

In recent months there have been several beauty brands that have publicised focus groups as part of their NPD strategy.

Earlier this month, Nails Inc launched a sister brand, My Mood, which spotlights its professional relationship with teenagers to brainstorm product ideas.

Meanwhile, Shiseido created new brand POSME with the help of high school girls.

For more on #LushLabs:

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