New Consumer/Creator Strategies: Lush and Sand & Sky

Two cult natural beauty brands, Lush and Sand & Sky, are tapping into the ‘consumer as creator’ strategy by engaging with their fans on social media and giving them the opportunity to trial and formulate new products. 

British handmade cosmetics brand Lush offers a great example of how to gain valuable consumer feedback. In order to help with new product development, the brand will be releasing a selection of limited-edition products once a month via its new online platform #LushLabs. 

Following the release date, consumers can purchase specific products on the website and write comments. Lush will also seek feedback on Instagram and Twitter. The compiled critiques will then determine whether the products should be reformulated and revived or discontinued. 

Another company that has successfully adopted this consumer-led model is Australian brand Sand & Sky. Its new Flash Perfection Exfoliating Treatment formulated with hero ingredients pink clay, bamboo and macadamia seeds was launched by fan request. After interviewing 5,000 of its customers, 34% voted for the new launch to be a facial exfoliator. This strategy has bankable results. The product currently boasts a 15,000-strong waiting list, and 5,000 units were sold within the first two days.

By engaging in a dialogue with their communities, brands can easily boost sales – deepening engagement and maximising return on investment. To discover how other beauty brands have seen success with similar models, see Volition Beauty and Crowdsource Your Beauty. See also British brand The Hero Project, which we explore in the Cultivating Communities section in Decoded Beauty London Summit, 2017.