LUSH the International Cosmetics Phenomenon

Most people who've lived abroad for some time will tell you that after a while it's the familiar things that jump out at you rather than the unusual. When I first saw the black and white LUSH sign amongst all the Spanish shop fronts along Calle Fuencarral I was immediately tempted to step inside. It's a similar feeling to when you're in a foreign supermarket and spot a brand from back home; you often pick it up even if you don't end up buying it.

For years I had walked straight past the LUSH shop in my home town. I have a particularly sensitive sense of smell and the tidal wave of sweet fragrance billowing out onto the street was enough to keep me moving. The windows were also always piled high with bath bombs; a product I've never really been all that interested in.

 

That morning in Madrid, however, was different. In the mood for a bit of "England" I pushed open the shop door and discovered a brand that has kept me thinking ever since. The first thing I noticed was how unbelievably popular the shop was; you could hardly move for customers weaving between the display stands and lining up alongside the tills. A shop assistant sprang out of nowhere and asked if I needed any help. 10 minutes later I'd had at least 3 different lotions and potions smoothed into the backs of my hands to demonstrate their scents and moisturising powers. LUSH's product range is varied and includes a vast array of skin care, hair care and shower products. Far from just a pile of bath bombs...

As a brand LUSH is unique, with a set of values that have become almost a way of life for some: the products it sells and the personality it promotes is unlike anything else on the high street. LUSH differentiates itself from its competitors by offering an alternative to the synthetic, chemical-laden products that can be found in Boots or Superdrug. Perhaps its closest competitor, the Body Shop, though also promoting the use of natural ingredients, is left behind by LUSH's "fresh" promise. LUSH products are handmade, free from preservatives and are all labelled with an expiry date. They also experiment with innovative product formulations; shampoo and shower gel is available in liquid, solid, jelly or paper form. Price range is wide allowing everyone to take home a bit of LUSH.

The most important aspect of LUSH as a brand is what it stands for. A philosophy of ethical buying, reduced packaging, cruelty free products, organic ingredients, vegetarian formulations, recycling and contributing to charity initiatives makes this the most feel-good store on the high street. LUSH does not advertise. Instead a host of self titled "lushies" or "lush addicts" fill online platforms with a never ending stream of LUSH related content. The brand's gorgeous visuals, bright colours and sleek, black, oh-so-collectable packaging, could have been made for Instagram.

The Madrid store is just one of 11 others in business in Spain. In 2014 LUSH had 102 stores open in the UK while Japan houses an astonishing 153. This brand seems to be truly transferable to other markets. Protecting the environment, fighting animal testing and the use of fresh, natural products are concepts that consumers in most European countries are fully behind. In Asia however, the fashion is for the beauty industry to focus on cutting edge science and complex formulas. It seems that LUSH has found a way around this by highlighting the novelty of its products. In the land of Hello Kitty and Pikachu, sweet smelling, brightly coloured bath bombs in the shape of Easter bunnies and glittery hearts are sure to strike a chord.

LUSH has recently expanded into perfume, spa-treatments and make up. Now with over 900 international stores, great transferability to other markets and an enviable relationship with its customers I'm excited to see what they come up with next.