The Emotional Brilliance range consists of 30 products all of them "vegan": lipsticks and eyeshadows, two eyeliners, a mascara, a face powder and two primers.
One and only recyclable packaging
What strikes first is the packaging line. Lipsticks, eyeshadows, eyeliners, and even the mascara all come with the same glass vial with an identical black cap. Only the shape of the applicator fitted to the cap will vary depending of the type of product.
At Lush we were explained that this choice was made intentionally in order to reduce the packaging’s environmental impact. "For the Emotional Brilliance collection, a packaging was necessary. However, a considerable effort was made to ensure that this range had a minimal impact on the planet" Actually, everything is recyclable except the applicator, which can be removed to be discarded or reused by the customer.
Aside from the fact that glass is one of the most easily recyclable materials in the world and that it can be washed and reused, Lush also explains this choice for practical reasons. Firstly the transparent glass vials make the choice of colour easier at the time of purchase, and then during the time of use, they enable to check the quantity of product left. Moreover, as these vials contain 8g of product - against usually a capacity of 2g for a liquid eyeliner - Lush underlines the economical aspect of these vials.
The caps to which are attached the disposable applicators were designed by Lush. They are manufactured locally at Poole in Dorset (UK), where the company is also headquartered. They are recycled from the black jars used in the Lush skincare ranges.
Finally, the list of ingredients appear on a ordinary label, which is maintained to the bottle with a elastic hair rubber band, that the consumer can use to retain her hair during make-up applications. Nothing is lost at Lush!
Only the packagings used for the translucent face powder and the two primers differ because they are proposed in 20g jars (glass again), with a black cap.
Functional make-up
As far as formulas are concerned, both lipsticks and eyeliners come in a liquid form. Main advantage of this uniform presentation, the possibility to have standardized packagings, and for the user to be able to play with textures. But beyond their colour, Lush chose to emphasize on the skincare benefits of its products, all of which contain at least one active ingredient.
The lipstick formula, with a pending patent application, uses the super emollient base of the Lush Superbalm, a moisturising balm consisting of a simple mixture of organic jojoba oil, candelilla wax and rose wax. As for the eyeshadow base, it consists of a soothing infusion of rose petals and softening almond and jojoba oils, of glycerin and cupuaçu butter, with emollient properties.
Eyeliners are made of the same base used for the eyeshadows, with the exception of the two references Independent and Fantasy, developed to adhere faster and elaborated with an antiseptic and slightly astringent infusion made of eyebright, a plant with recognized virtues for the care of tired eyes.
For mascara, the key ingredient is wheat grass, rich in vitamins and minerals. For the translucent powder it is jojoba oil, and for the primers, it is a mix of almond and jojoba oils, of cocoa butter and orange blossom.
Power of suggestion
Finally, Lush is just as off-beat when it comes to marketing! The brand partnered with the hypnotherapist Lady Helen Kennedy, to develop a list of words " that could affect mood and behaviour" through their "power of suggestion". In practice, each Lush outlet is equipped with a colour wheel, inviting customers to choose three colours matching three words from a list presented to them. This is how, according to Lush, each women will make her choice according to her own state of mind, rather than because of a trend or fad chosen by someone else.
For those who are not convinced, the colour wheel trick is not an obligation.
