Lush’s Spa-Inspired Range Makes Mood Magic
In the pursuit of relaxation and emotional balance, consumers are tapping into the self-care movement via scent. British naturals brand Lush’s latest limited-edition range is capitalising on this opportunity, harnessing the power of aromatherapy to boost mental and emotional wellbeing.
Lush focuses on scent and its influence on the emotions for its new spa-inspired #LushMoods range, which is available through Lush Labs, the brand’s online platform for trialling new products.
The 13-piece collection includes a variety of products that use different notes to alter the user’s mood. For instance, foaming shower bomb Not Sleepy claims to energise and awaken the senses with hero ingredients lemongrass and neroli oil.
Meanwhile, single-use body washes called Atmospheres come in four different mood-based varieties: Money (lime and fennel), Joy (bergamot and ginger), Let Go (lavender) and Love (apple and spices). Each colourful gel formula is encased in a biodegradable seaweed pod, negating the need for extra packaging.
Lush harnesses the properties of aromatherapy by using different essences to enhance users’ moods. The launch capitalises on the rise of the essential oils market, which is forecast to reach $11.7bn globally by 2022 (Statistics MRC, 2017). This growing category is a key area for brands to explore, as consumers look to improve their mental state with scent. Another good example is American tween start-up Scent Republik, which features notes of apple blossom and marine aqua in its Chill fragrance to boost feelings of relaxation.
Talking about the #LushMoods range, Mark Constantine, Lush’s co-founder and managing director, said: “There’s this thing called Brief Strategic Therapy, where someone comes in in one state of mind and leaves in another. That’s the idea behind all of this.” To read more about blurring boundaries between personal care and wellbeing, see Serving the Self-Care Generation, Luxurifying Personal Hygiene and Selling Cyclical Beauty.