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The very latest from the world of Lush has to do with you.
It’s all about you, actually, and how you’re feeling.
The line, called Emotional Brilliance, allows you to choose your colours depending on how you’re feeling, instead of what you’re wearing.
Lush co-founder and Inventor of Emotional Brilliance, Rowena Bird, worked with renowned Strategic Behavioural Therapist Lady Kennedy to develop the line.
There are 30 different products in the range and they are all associated with a particular mood. ‘Independent,’ ‘fantasy,’ and ‘passionate’ are a few of the picks.
Lush organised a worldwide launch on the 21st of July and is outfitting each store with an Emotional Brilliance Colour Wheel. The idea is that you can spin the wheel then simply glance at it, pick out the three colours that stand out to you the most (not just the ones you generally like) and they will tell you how you’re feeling.
However, it even goes a bit deeper than that. The first colour you choose symbolizes your strength or weakness. On the day that you choose it that emotion could be what is holding you back or propelling you forward and you have the power to figure out what to do with it. The second colour you choose represents your subconscious need and the third choice is your talent. The idea is that you need your talent to achieve your subconscious need.
My experience with the colour wheel resulted in ‘calm’ as my strength/weakness, ‘glamourous’ as my subconscious need and ‘strong’ as my talent. So when I need more calm and quiet in my life I can swipe on a bit of the crisp blue eye liner, or when my glamour factor needs an amp I can put on a pair of bright pink lips and when my strength is center-stage I can go out with a orangey-red pout.
“The colour that resonates with your subconscious need- what your subconscious desires the most, you should wear to remind yourself that you need this. And the colour that represents your talent, you should wear to help achieve your subconscious need. These are not things that anyone else can predict, it’s all down to you,” said Rowena.
Lush is also creating apps and computer games so that you’re able to distinguish your colours every morning. You can also go backwards with the process and tell the game what kind of emotion you’re aiming for and it’ll tell you what colour to wear.
This new line comes in response to the callouts from Lush fans all over the world that have been asking for more products with colour. Rowena said they had been holding off until they came up with a good reason to start playing around with colour.
“We were focusing on more sensible things, less flamboyant things to do but then we found we could start linking the colours to emotions and we finally found a proper use for colour,” she said.
Rowena said the line hasn’t let her down yet and all of the colours have matched her moods perfectly. The packaging for the line is a bit different than Lush fans are used to as well. Lush has become characterized by the black, basic packaging that had a focus on recyclability rather than cuteness. These little bottles have quite a bit more colour but are still heavy on the sustainability. Everything is recyclable except the little brush inserts, which can simply be taken out and re-used. The glass is easily recycled and the black caps can be returned to Lush stores to make into new caps or black pots.
Along with the colourful aspect of Emotional Brilliance, Lush is releasing their first mascara, a simple light-reflecting face powder (that I have to say has become a staple in my makeup bag) and two new skin tints.
Rowena said the whole process was very interactive and responsive to what customers are looking for.
“They give us great direction in the business, it’s all about the customer at the end of the day,” she said.
And with this new line, clearly, it is all about you.
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