Brand Tone

friendly, quirky, fun, and ethical

Brand Values

• •Ethical Practices: This is a cornerstone of the brand, encompassing fighting animal testing, using vegetarian and (mostly) vegan ingredients, and sourcing ingredients through fair trade and ethical buying practices.
• •Fresh, Handmade Products: Lush emphasizes the freshness of its ingredients and the handmade nature of its products.
• •Environmental Consciousness: This includes minimizing packaging ("naked" products), promoting recycling, and supporting environmental causes.
• •Transparency: The brand aims to be open about its ingredients, practices, and values.
• •Customer and Employee Well-being: Lush positions itself as caring about people, the environment, and animals, which extends to its customers and staff. Their decision to leave certain social media platforms was framed around protecting users from harm.
• •Innovation: Lush prides itself on creating pioneering beauty products.

Best Practices

• •Embrace Creativity and Puns (Tastefully): Don't be afraid to use playful language, puns, and creative descriptions that reflect Lush's fun and quirky side, but ensure it aligns with the product and doesn't overshadow key information.
• •Highlight Ethical Values Naturally: Weave in mentions of ethical sourcing, handmade quality, vegetarian/vegan ingredients, and anti-animal testing stances within product descriptions and storytelling, rather than making it feel like a separate checklist.
• •Be Enthusiastic and Friendly: Write as if you're excitedly telling a friend about an amazing new product. Use an approachable, warm, and inviting tone.
• •Focus on Sensory Experience: Describe the scents, textures, and effects of the products vividly to engage the customer's imagination and appeal to the senses, much like the in-store experience.
• •Maintain Honesty and Transparency: While being playful, always ensure product information is accurate and transparent, reinforcing the trust Lush has built with its customers.

Social Perception

Customers are often attracted to Lush because of its strong ethical stance, natural ingredients, and unique, effective products. The in-store experience is often described as sensory and enjoyable, with knowledgeable and friendly staff. Many customers become loyal fans and advocates for the brand. The brand is respected for its commitment to minimizing waste and fighting animal testing.

Copy Examples

• •Headline: Fresh Curls Ahead! 🌱✨ Body: Tired of frizz hijacking your good hair days? Our handmade [Product Name] conditioner, packed with ethically sourced [Key Ingredient] and a sprinkle of magic, will have your curls bouncing with joy. Good for your hair, great for the planet!
• •Headline: Scrub-a-dub-dub, Guilt-Free in the Tub! 🛁🌍 Body: Get ready to glow! Our [Product Name] sugar scrub is bursting with natural exfoliants and mood-boosting [Scent Profile, e.g., zesty citrus]. We skipped the plastic packaging because your skin (and Mother Earth) deserves the best. Dive in!
• •Headline: Warning: May Cause Extreme Relaxation. 🛀😴 Body: Drop this bubbly wonder into your bath and let the ethically sourced lavender and chamomile work their sleepy magic. Our [Bath Bomb Name] is handmade with love, zero animal testing, and 100% good vibes. Sweet dreams are made of this!
• •Headline: Your Face Called. It Wants This. 🌿📞 Body: Say 'hola' to happy skin! Our [Face Mask Name] fresh face mask is made with the juiciest [Key Ingredient] and calming [Another Ingredient] to soothe and brighten. Handmade in small batches, because fresh is always best. ¡Piel feliz, vida feliz!
• •Headline: Shake Up Your Shower Routine! (Not the Planet) 🚿🍓 Body: Lather up with our [Shower Gel Name] and let the invigorating scent of [Key Scent, e.g., wild strawberries and mint] awaken your senses! Packed with natural goodness and absolutely no nasties (or animal testing!). Good clean fun, the Lush way.