LUSH Cosmetics: Thriving in Web3
Case Study : Lush Cosmetics Leaves Social
Lush Cosmetics is a British high-street brand of natural cosmetics and bath bombs. They accumulated over 10 million followers across their social media accounts. In 2019, they decided to quit social media.
It recently released its report, "Digital Engagement: A Social Future” report, which outlines its position on the shifting digital landscape for consumers and offers a manifesto of ethical practices.
Going forward, their marketing strategy will be aligned with three main pillars:
1. Reduce their spending on in Big Tech platforms such as Google and Meta by one third
The reasons behind this move were twofold. Part of it was because they were tired of being victims of the algorithm and having to pay to be in users’ feeds, and the other was their stance on the detrimental effects of social media on users’ mental health.
More recently, they have taken a stance on big tech’s dominance of technology, information dissemination, and online culture.
“We wish to have zero reliance on the rabbit hole that is ‘trademark buccaneering’ on Google in favor of interacting with our customers in more ethically sound digital scenarios, such as across the metaverse,” the company said in a statement.
2. Adopt a more open approach to business
Lush Cosmetics has also implemented an open-source policy and uses open-source technologies in everything it designs, develops, and releases.
“Open-source has always been part of our business, and this will only strengthen as we move into a more tech-dominated world. We want to fast forward, accelerate away from Web2 toward Web3 as quickly as possible,” Lush director Annabelle Baker said.
3. Using Web3 technology to drive community action
In their report, they also outline their position on Web3. Their research revealed that 60% of Gen Z and 58% of Millennials have found communities online that they wouldn’t have in real life, while a majority (56% and 52%, respectively) believe digital spaces enable them to express their identities in ways they can’t in real life.
As their leadership teams outlined in their Social Future report, Web3 technology will be leveraged to further engage with their community and foster a new form of collaboration.
Examples of Lush’s Web3 activations:
- A metaverse activation during Metaverse Beauty Week in June 2023
Brands including Lush, Lottie London, and Neutrogena will reimagine their products as digital wearables, AR filters, and gamified tools.
- Community-led initiatives
They are looking to invest in their own communities outside of existing social media platforms. They have created a dedicated Discord channel and continue to nurture the existing community-led Lush subreddit, which has 81,000 fans and is one of the top 5% of Reddit communities.
- Lush House at 2023 SXSW — see it here
LUSH wanted to bring their 2023 SXSW house to life in an immersive virtual experience that expanded access to anyone who wanted to attend. LandVault built a gamified digital twin of the IRL space in Decentraland — complete with a dancefloor, quests, branded wearables, and hidden Bath Bombs.
- Lush x Super Mario Bros Collaboration — see it here
The ‘Question Block’ bath bomb, when broken or used in the bath, reveals one of six unique soaps. These can be scanned on your Lush app and added to your digital wallet. Collect all six, and gain access to an exclusive product that is available only to those who have collected all six.
- Levelling up the bathing experience with the Lush Bath Bot
Announced at SXSW 2023, the ‘Bath Bot’ is a little robot designed to accompany you in the bath.
- Lush Lens — an AI powered digital packaging app
When pointing your camera at a naked product, the tool reveals details such as the product description, ingredients, price, and an immersive video that demonstrates how it’s used.
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