In recent years, Lush has been focused on increasing brand awareness, particularly after discontinuing its presence on major social media platforms in late 2021.
Lush has now announced it is changing its distribution strategy in North America through a wholesale partnership with Ulta Beauty.
This collaboration is a first for Lush and is part of its expansion plans, with more than 30 new retail locations on the horizon.
Ulta’s strong digital capabilities make it an ideal partner, and will allow Lush to expand its reach.
The launch coincides with the opening of Lush’s new spas in New York and Vancouver, offering various treatments and experiences.
Locally, Lush recently launched its 2023 Christmas range, and encouraged attendees to explore the Lushiverse with its ‘out of this world’ gifting experience.
Hannah Conda, the stage name of Chris Collins, a drag performer most known for competing on the second season of RuPaul’s Drag Race Down Under, hosted the interactive event.
Speaking at the launch, Lush PR Executive Georgia Saunders said the brand was “passionate” about “keeping all products handmade in Sydney”.
“At Lush, we’re not only focused on gifting but also on spreading random acts of kindness, especially during Christmas,” she said.
Meanwhile, Lush Head of Brand and Communications, Bianka Cehic, said: “Some of you may recall our excitement from last season, and this time, it’s just as exhilarating for us. Christmas, for us, is about more than just the colours green and red; it’s about creating a unique experience for our customers, taking them on a journey into a world of our products.”
Lush’s festive collection features a variety of products, including classics like Snow Fairy and new additions. The range includes bath bombs, shower gels, and more, all produced with a focus on ethical and sustainable practices.
Images from the 2023 Christmas launch below:
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