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Brief Published: 21 Aug 2017

Lush Debuts Innovative Jelly Bombs

British natural cosmetics brand Lush has just added an innovative new product to its line of Instagrammable bath bombs. Jelly Bombs bring a new dimension to bath time by turning the water into jelly.

Made with sodium alginate from a mineral-rich seaweed, the jelly is released on contact with water. Combined with a selection of natural essential oils, the bombs soften and soothe the skin while delivering a sensorial experience through intriguing texture and Lush’s trademark colour-infused water.

There are four bombs in the new range. Tropical scented Green Coconut stimulates circulation; The Big Sleep calms and comforts with chamomile and lavender; Dark Arts turns the water an inky black; and Marmalade incorporates orange-scented jelly and dried orange pieces.

Offering new and unexpected textures to engage and excite consumers, Lush is tapping into the multisensory beauty trend (see Selling Sensorial Beauty for more). “I’m always very interested in what we can create in terms of textures and colours in the water,” said product developer and chief digital officer Jack Constantine. “It’s all about creating something that is a bit of a spectacle and is unique while retaining benefits to the skin.”

Such wow-inducing experiences are especially key when targeting social-media-driven teenage and millennial consumers (see Teen-Targeted Beauty: Product and Teen-Targeted Beauty: Retail), with much scope for development within this product category. Brands should consider using textural intrigue and creative, reactive ingredients for playful, yet efficient products. For more on transformative textures, see New Beauty Formulations: In-Cosmetics 2017 and In-Cosmetics Paris 2016.