From the time I tossed my glittery, rose scented bath bomb into my tub, I was hooked. Lush bath bombs have become all the rage in the past couple years and have quickly made a huge splash in the cosmetic department. This is largely due to their super fun and colorful products that make bathing more enjoyable than ever. However, one huge reason these handmade bath accessories have become a worldwide phenomenon lies in their social media presence.
Before I get into the details of their digital impact, I want to share the reason Lush climbed to the top of my cosmetic list and left me a passionate, loyal customer. Lush Fresh Homemade Cosmetics has remained faithful to its core values and responsibility to the environment, animals, and people in need, and reflects this throughout their entire brand. Their main appeal to consumers, who choose to buy products that are friendly to the Earth, is the 100% recyclable and biodegradable packaging. This includes the products being sold either “naked” with absolutely no packaging or in 100% post-consumer plastic. In fact, even their packaging peanuts for mail orders are a plant-based packaging peanut that is completely biodegradable. They have several charitable partners; one being the Ocean Legacy Foundation, in which they are able to use recovered plastic found in our oceans as packaging material. In addition, if you have used a Lush product before or have been to a Lush store, it goes without saying they are a non animal testing cosmetic company. This is represented through the “Fighting Animal Testing” logo displayed on every package and is their main charitable platform. Their most recent efforts involve a $250,000 prize that is awarded annually to any department of Science, Training, Lobbying, Public Awareness, and Young Researchers that are taking huge steps towards alternatives for animal testing.
As far as Lush’s commitment to giving back to the environment goes, I believe that I am such a loyal customer because of its clear authenticity. Lush does not merely just stick a page on their website about how they support “xyz” charity. Their love of the Earth and all its beautiful inhabiters is highlighted in every aspect of their being. They do not include environmental friendly products to increase sales. Their products were founded on sustainable principles and their passion for making the world a better, more beautiful place.
As far as social media goes, Lush is every marketers dream. If I asked you if you have ever seen a video of these fizz enraged, color vomiting bath bombs, I would suspect the majority of you would say yes. This is why not only does Lush run its own successful social media accounts with over 4 million followers, but they also gain awareness through consumer generated content. There has been anything from Youtubers showing the world what it looks like to put 50 bath bombs in a bath at one time, to a community of people creating “bath art.” Lush does, however, have the upper hand in that their product actually performs an action with a cool and unexpected feel, while also being extremely photogenic. This attracts customers to want to video their experience or take a fun picture for their friends to see. By turning the customer experience of using a Lush product into one that must be documented, they guarantee a strong digital presence. The way I think about Lush bath bombs is similar to the way people think about food… If you don’t take a picture of it, did you even eat it?