Getting Kiwis to go naked with LUSH

To help drive awareness of Lush’s Naked range and also highlight its core brand principle of leaving the world “lusher than we found it”, we launched a campaign encouraging Kiwis to go Naked. 

Across two days, we invited Kiwis to bring their empty cosmetics packaging down to a Lush store. All they had to do was step into the larger-than-life shower and watch as the magic happened, when their empty packaging was replaced with a brand new, naked Lush Shampoo Bar through a secret cubby door. 

Our approach

• Created a bright and impactful pop-up
• Professionally photographed the shower to entice earned media
• Gave people a ‘Why’ by highlighting the importance of going Naked as part of Lush’s wider mission, an extra angle for media to add to their pieces
• Pitched out early and chased often to secure coverage
• Invited influencers, emphasising Tik Tok followings, and key media to preview the shower, sweetened with a Lush consultation

Results 

• 45% increase in footfall in the Lush store over the weekend
• 47% increase in sales the week after
• 1.5 mil reach across social and earned media
• 400 Shampoo bars handed
• 2,000 cosmetic bottles saved and recycled (as some visitors brought extra bottles)