The handmade cosmetics brand, LUSH has started in 1994, and uses fresh ingredients to make its products. The cosmetic company has been inspired from food markets and thus seeks to provide uplifting shopping experience in its stores. The cosmetics company is unique in establishing its brand image - it promotes its products with bright colors and sweet smells and further, claims to be an ethical company by leading numerous campaigns.

B is now releasing its sixth issue.

As B kept up with its work of publishing new issues, it has found key aspects of the brands it has selected – aspects that are impossible to miss not only for consumers but also for business leaders.

The brand that B has focused on for this issue is the UK handmade cosmetic brand called Lush, a brand with colorful products that are simply irresistible.

I have always found that the brand names that aspire to be “ethical” have room for improvement. These brand names have most of their products in neutral colors to stress that their products are dye-free and are mostly associated with herb scents that are likely found in medicine. Product packages are uniformly in shades of off-white or brown. Moreover, these ethical brand names are largely inclined to the conventional wisdom that their products should not smell strong.

In contrast, Lush products are bolder in color and scent than any other brand names I know, and some of the products are wrapped in cheap-looking paper. However, Lush conveys its eco-friendly message more effectively and coherently to its customers and is parallel to other prestigious cosmetic brands. In addition, the cosmetic company is heralding in a so-called “consumption with consciousness” era by championing animal protection, environmental and human rights in every aspect of its business and carrying out relevant actions.

Another notable aspect of Lush is that the company is interacting with its customers by nudging them to use all of their five senses to ensure an emotional resonance with the brand. The cosmetic company does not hesitate to usher its customers into having a unique experience, almost as if they are shopping in a supermarket, by encouraging them to touch, smell and even taste its “edible-looking” products. Similar to visiting a restaurant owned by a seasoned chef, Lush lets its customers have an inimitable experience of “grocery shopping” their soaps. If conventional sensory branding is said to be about pushing customers into smelling scents and listening to music that a company has selected, then Lush is the very cosmetic brand to have a close look at. Lush products may not exactly be edible, but it is indirectly blending “taste” in building its brand image.

As a company that balances consciousness and style, I am personally placing Lush in the same realm as Freitag, which was featured in B’s first issue. Refraining from stubbornness, these brand names are making their presence known as social activists, pairing consciousness with sensible and sophisticated communication. As a responsible member of society, they are stressing that ethical responsibility and profit-seeking cannot be separated from each other.

I would like to suggest that readers of B drop by a Lush shop filled with uplifting scents and grab a bar of your favorite soap. I am sure that a small bar of soap has the ability to keep your spirits up all day. Ultimately, it would be great if readers could drop a small piece of Lush’s Bubble Bar into a hot bath and enjoy a small though powerful treat filled with bubbles and scents.

PublisherSuyoung Joh

01:02 INTRO

B's INTRO section features emotional brand messages from Lush, a cosmetic company known for its scents, colors and natural ingredients.


B then turned its attention to having a closer look at Lush.


B had a look at a collection of cosmetic brands that have a naturalist concept and blend eco-friendly ingredients into their products. The items were selected under the criteria of price range and package design, and B has attempted to discover how different they are from one another, and how Lush is making a name for itself among numerous other brand products.


As Lush products are used as amenities by a number of hotel chains, B had a look at other cosmetic brands that are used as amenities for comparison.

05:22 INTERVIEW 01

Yena Kang is a celebrity ballerina in Korea and has extensive experience traveling around the world. After a long day, she takes pleasure in having a hot bath with Lush products.


This section is filled with a collection of diverse comments and video clips that are found with the key word "Lush."


The way the UK brand Lush interacts with its customers in its stores is similar to that of shop owners in food markets in the UK. The staff members of B toured around food markets and commercial districts in the UK to get a feel for the vibe of the places, the very same places that have inspired Lush throughout its history.


For Lush, unlike any other brand, what's seen in its stores is everything about the cosmetic brand. B had a chance to discover every fun aspect of the cosmetic brand in its stores and peer into its products, each of which was making a name for itself with sensory branding.

09:56 INTERVIEW 02

This interviewee was enjoying his Lush products in his own way, and commented that the toiletries he uses every morning should not be boring.


To find out what Lush customers have in common, two of B*s photographers spent some time together in front of two different Lush stores.


Along with Lush's signature item, the five-pound Ballistic, B lined up a number of refreshment items available in the UK for less than five pounds.

12:66 INTERVIEW 03

This homemaker and a mother of a five-year-old daughter enjoys her time in the bath with her daughter, having Lush products to wash off the fatigue from a hard day of work.


B had a closer look at Lush customers' preferences by finding out what other cosmetic brands they use.

14:77 B’s CUT

Lush uses fresh ingredients to make its cosmetic products. Some of the products are so fresh that they even seem to urge customers to taste them. B wanted to take a closer look at the freshness of Lush.


B wanted to know more about unknown stories behind the cosmetic company. It got its start in the UK in 1994, but unlike other beauty product brands revolving around the concept of naturalism, Lush has its own special stories, as it does not hesitate to use bold colors and strong scents, while also championing ethical causes to resolve various social problems.

16:114 SYMBOL

B had a close look at Lush from different angles, and came up with eight keywords to summarize the brand messages of the company's beauty products.

17:116 OUTRO

After reading up on this issue, all the staff members at B hope readers can find opportunities to take advantage of Lush products in their everyday lives to thoroughly understand Lush as a brand with B in their hands’


Suyoung Joh
Editor In Chief
Taehyuck Choi
Deputy Editorial Director
Eunsung Park
Project Editor
Nari Park
Guest Editors
Minji Hahn, Junmin Lee, Yearlim Kim, Eunah Kim
Contributing Editor
Hyeyoung Lee(U.K), Eaji Lee(JAPAN), Sungjoo Kim(GERMANY)
Art Director
Chiho Ghim
Hyekyung Shin
Junghoon Woo, Rama, Minhwa Maeng, Juyeon Lee, Sungyoung Park
Onedoe Jung
Gieun Lee
Text Correction
Richard Harrls, Heeyoung Yoo
Hyungjin Choi
JOH & Company
Top Process


Lush’s Official Webpage
Lush Facebook Page
Lush Flickr Group
Lush UK Forum

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