STORE SPACES

Lush to expand its high-tech ‘Naked’ store concept

BY Marianne Wilson

Lush is looking to replace packaging with a digital solution.

The ethical beauty and cosmetics brand has redone one of its locations in Manchester to its new “Lush Naked” format. The store carries only plastic packaging-free products, ranging from the company’ signature solid shampoo bars and soaps to new skincare innovations. According to Lush, naked products now make up 50% of its core assortment.

Rather than read labels on products for information, shoppers will scan products directly using Lush’s new app. The app uses the phone’s camera and machine learning to recognize products through the user’s smartphone camera, and gives the shopper detailed ingredient information. The app will give consumers the option to watch “how to use’ demonstrations” on their phone.

The opening of the Naked shop in Manchester follows the success of Lush’s first Naked locations, in Milan and Berlin in 2018.

Lush, known for its strong commitment to the environment, has been working to reduce packaging for many years.

“This shop aims to push the boundaries further and is an exploration into what further things we can do, a discussion between us and our customers and a celebration of the fact that, after 20 years of development, we are able to fill up a whole shop with innovative naked cosmetic alternatives and offer a brand new shopping experience using technology alongside it,” the company said.

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