Echoing its sensorium-like retail stores, British handmade skincare brand Lush has debuted its first shopping app, which also allows customers to filter and discover products based on mood or scent.
Created in collaboration with London-based digital design studio Ustwo, the app references the playfully immersive nature of its stores, where customisation, discovery and hands-on co-creation underscore the brand experience. See Active Flagships: Tapping the Experiential Economy for more on this tactic.
The app lets users discover products based on mood filters (albeit rather basic at this stage) such as ‘relaxed’ or ‘inspired’, or according to preferred scents. Additionally, each product is displayed alongside a full list of ingredients, ‘how to’ tutorials for cosmetics, and explanations of products’ effects on the skin, hair or body. Users can also browse by bestselling lists.
Shoppers can also access their overall digital Lush profile via the app – allowing them to track previous purchases, wish-list items and contact the customer service team direct. Additionally, they can book beauty treatments at the brand’s in-store spas, connect with other beauty fans via a proprietary micro social network, and read about Lush’s ethical business stance within the ‘Stories’ tab.
The latter merges editorialised beauty content with behind-the-scenes stories showcasing the brand’s product development process and team. See also Contextual Commerce.
For more on sensorially oriented retail, see Sensory Algorithms Customise Scents, Sensory Brand Spaces and Wellbeing Warriors. For more on search tools and rethinking traditional filters, see Digital Valentines 2016, Blusho, Harness the Hunt, Personalising E-Tail and Retail Beyond the Algorithm.