Lush Cosmetics' 'Lush Labs' Connects Consumers to Products in R&D
Laura McQuarrie — May 2, 2018 — Marketing
References: uk.lush & cosmeticsbusiness
Lush Cosmetics is introducing 'Lush Labs' as an online platform where consumers can discover multi-use products that are still in the stages of research and development. Best of all, for those who are curious about potential new releases, Lush notes that "you only need WiFi signal to enter" the Lush Lab.
Rather than serving as a one-way place for fans to get a glimpse of up-and-coming products, Lush Labs encourages consumers to react, comment and critique the products as they are being developed. On the 29th of every month, (a tribute to Lush's original research and development lab on 29 High Street) Lush will be releasing a limited-edition run of products for consumers to try and share their thoughts on via the #LushLabs hashtag.
Currently, each of the products in development represents an issue that its inventor is passionate about; this includes ideas such as 'Oat,' a naked solid liquid soap and the 'Birch Sap,' soap bar made with cleansing birch charcoal and birch water.
Rather than serving as a one-way place for fans to get a glimpse of up-and-coming products, Lush Labs encourages consumers to react, comment and critique the products as they are being developed. On the 29th of every month, (a tribute to Lush's original research and development lab on 29 High Street) Lush will be releasing a limited-edition run of products for consumers to try and share their thoughts on via the #LushLabs hashtag.
Currently, each of the products in development represents an issue that its inventor is passionate about; this includes ideas such as 'Oat,' a naked solid liquid soap and the 'Birch Sap,' soap bar made with cleansing birch charcoal and birch water.
Trend Themes
1. Consumer Co-creation - Lush Labs encourages consumers to react, comment and critique the products as they are being developed.
2. Limited-edition Releases - Lush Labs will be releasing a limited-edition run of products on the 29th of every month for consumers to try and share their thoughts on.
3. Sustainable Innovation - Lush Labs is developing products that address issues and are made with sustainable ingredients like naked solid liquid soap and soap bars made with cleansing birch charcoal and birch water.
Industry Implications
1. Cosmetics - Cosmetics brands can engage consumers in the development process and release limited-edition products to generate excitement and gather feedback.
2. E-commerce - Online platforms like Lush Labs can revolutionize the way consumers interact with and purchase products that are still in the research and development stage.
3. Sustainability - The trend towards sustainable innovation in the beauty industry opens up opportunities for brands to create environmentally-friendly products and engage in transparent development processes.
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