Zoella drops IRL bath bomb with Lush in digital detox drive

By Becky Bargh | Published: 27-Aug-2020

Sales of the new bath bomb, which stands for ‘in real life’, will be put into a fund that will supply grants for grassroots organisations focusing on mental health

YouTube sensation Zoe Sugg, known as Zoella, has teamed up with Lush to promote a day of digital detoxing.

#DigitalDetoxDay, an initiative organised with mental wellbeing campaign #IAmWhole, was founded by one half of music duo Rizzle Kicks, Jordan Stephens, Lush and Sugg.

The initiative asks participants to step away from social media for the whole day on 5 September and check in with their mental health.

To promote the day, Sugg and Lush’s Product Inventor Jack Constantine co-created a bath bomb called IRL (£5.95), which is due to hit shelves on 29 August.

Zoella drops IRL bath bomb with Lush in digital detox drive

“In terms of scents, we wanted to make sure neroli was in there as it’s a fragrance that is known to be very beneficial for anxiety and sleeplessness, and we wanted all the fragrances in the bath bomb to come together for a lovely night time, relaxing scent,” said Sugg.

Meanwhile, due to Sugg’s connection with the beaches at UK seaside destination Brighton, the product’s colours are said to represent a sunset over water.

“As IRL dissolves, the colours change from magenta pink to optimistic sky blue and violet, turning the bath water into a swirl of dreamy sunset hues,” added the vlogger.

Money raised from sales are earmarked for a fund that will offer grants to grassroots organisations, focusing on mental health and wellbeing.

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