Lush dedicates pop-up store to expanded body spray range

By

Barbara Santamaria

Published
Nov 27, 2019

Lush is growing its body spray range with 21 new fragrances that will launch exclusively at a pop-up store in London this Friday.

Fans “want to cover themselves head to toe” in Lush scents, said the British cosmetics firm as it explained why it’s expanding the body spray range from the existing eight products to more than 30.

The new fragrances take their cues from The #LushCommunity's favourite products, including the distinctive blackcurrant fragrance of The Comforter spa experience to the apple and rose aroma of the So White bath bomb. 

In keeping with the brand’s natural ingredients promise, all sprays are made from essential oils.

So to launch and showcase the new collection, Lush is hosting a body spray pop-up store in the Soho Studio on Beak Street, where visitors will be invited to discover the new scents through a number of special consultations. These include Scent Showers, an immersive booth to ignite the senses featuring three of Lush’s most popular body sprays. 

Alessandro Commisso, Lush product inventor said: “Over the years our fans have been very clear: they want to cover themselves head to toe with the scent of their favourite Lush products. It was time to give them just what they asked for, so we developed 29 body sprays with our best selling product fragrances, and put them all under one roof just in time for Christmas.” 

The body spray pop-up is Lush’s latest effort to create unique retail experiences that aim to spark curiosity in consumers and generate a sense of excitement. In Paris, the brand has recently opened a market-inspired emporium, while Florence has recently seen the opening of a perfume shop and library. 

These smaller retail concepts, dedicated to a hero product or category, contrast with the two Lush flagship stores which opened in Munich and Liverpool earlier this year. Rather than focusing on one aspect of the brand’s proposition, these stores bring together a series of innovative concepts under one roof, such as a permanent florist, fair trade coffee kiosk and activist community space.

Explaining the approach, Paul Wheatley, global property director at Lush, said in an earlier statement: “At a time when physical retail is coming under huge economic pressure, we are committed to ongoing investment in game-changing store concepts on the world’s high streets and malls.”