COVID-19 Lush Marketing

With high streets closed, Lush has taken its sustainable beauty online


By Shawn Lim, Reporter, Asia Pacific

November 2, 2020 | 3 min read

Environmentally conscious beauty brand Lush says consumers are even more mindful about shopping sustainably amid Covid-19. The retailer explains how it’s taken its in-store experience to e-commerce platforms in APAC.

Despite shop closers and disruptions to supply chains worldwide, Nafees Khundker is proud that sustainable beauty brand Lush has not had to compromise on the sourcing of its ingredients.

“All our products are vegetarian (with close to 90% being vegan) and we actively fight against animal testing and have been continuously working with grassroots organizations in Singapore helping with the environment, animal protection and human rights,” he tells The Drum.

While the business, like many others, has been affected by shop closures, safe distancing measures in public and international travel restrictions, Khundker, the director of Lush Singapore, says the brand is still committed to use ingredients from sustainable sources and selling products with as little packaging as possible.

In the absence of tourists among Singapore’s shopping arcades, Lush has been focusing on local customers and improving its digital transformation journey. The brand has been in Singapore since 2011.

It is working on educating people about its ethical standards and its promise, as Khundker puts it, to give back more than it takes from society and the environment.

“We have been concentrating more on digital and virtual demonstrations and consultations for customers since the circuit breaker days. We have also been positioning more resources on our online sales which have seen tremendous growth since March 2020,” Khundker says.

“To give a boost to our online sales, we have also set up online Lush shops within Zalora, Shopee and eCapitaMall. To further awareness, we have partnered with hotels such as Fairmont Singapore, and corporates to maximise additional sales opportunities.”

While Christmas and other seasonal holidays are typically big business for Lush, it is taking a different approach for the launch of its festive range this year – getting back to where the brand began – the bathtub.

“We decided on the ’Long Lush Washaway 2020’ staycation – an opportunity to bring Singapore media and influencers together (as close as we could) to showcase our Christmas collection,” he explains.

“The main event – a synchronised washaway - was an opportunity for the guests to reflect on the year, give it the recognition it deserves and then consciously wash it away with good intentions for a better, brighter 2021.”

He continues: “Guests tuned in digitally from the comfort of their own bathtub and listened to a meditative narrative which guided guests to reflect, relax and enjoy their moment of peace. The 20-minute reflective session was streamed on Instagram live via our Lush channel for consumers to experience simultaneously.”

What about Khundker’s own reflections? He says the impact of technology and e-commerce has significantly accelerated since the onset of Covid-19. Lush has seen a surge in online sales, but believes it is set to stay in malls and shopping centres.

“There will always be a need for human connection and the customer experience, which will bring customers to the malls. Shop numbers may reduce, but there will still be customers in malls,” he predicts.

COVID-19 Lush Marketing

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