Lush puckers up for Twitter
Launches crueltyfreekisses campaign
All of Lush’s UK shops, along with most of its international stores, are set to participate in the effort which will see Lush’s in-store customers ‘kiss’ a postcard while wearing one of the brand’s Emotional Brilliance lip colours. A photo of the postcard will then be uploaded to Twitter/Instagram via the hash tag #crueltyfreekisses.
The Emotional Brilliance line was launched last year and marked Lush’s move into colour cosmetics for the first time. Created by Lush co-founder Rowena Bird, who previously developed cosmetics for the brand’s make-up and perfume business B Never Too Busy to be Beautiful, the collection centres on an 'Emotional Brilliance Wheel', which is used to provide a personalised colour reading. The Wheel, which has been rolled out to all Lush stores, contains 30 colours which customers can choose from based on the three that reflect how they are feeling at the time. The colours are said to reveal the customer’s state of mind, and can be worn as a form of colour therapy.
