Lush Emotional Brilliance collection – which launched globally back in July, takes to mother nature – as the motivational angle and approach to makeup. Emotional Brilliance consists of 30 chic products – all “vegan”…lipsticks (liquid), eyeshadows, two eyeliners (liquid), a mascara, a face powder and two primers…
Lipsticks, eyeshadows, eyeliners, and even the mascara – all come uniformed – in the same glass vial with identical black cap – depending on product — the shape of applicator fitted to the cap will vary.
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.
Lush chose to emphasize on the skincare benefits:
- The lipstick formula, uses the super emollient base of the Lush Superbalm, a moisturizing balm consisting of a simple mixture of organic jojoba oil, candelilla wax and rose wax. The eyeshadow — a soothing infusion of rose petals and softening almond and jojoba oils, of glycerin and cupuaçu butter.
- Eyeliners, same base used for eyeshadows, with the exception of the two references Independent and Fantasy – which adheres faster – elaborated with an antiseptic, slightly astringent infusion made of eyebright, a plant with recognized virtues for the care of tired eyes.
- Mascara – the key ingredient – wheat grass, rich in vitamins and minerals. 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.
Finally, Lush is just as off-beat when it comes to marketing! The brand partnered with the Hypnotherapist Lady Helen Kennedy – joins the Lush team — with words “that could affect mood and behaviour” through their “power of suggestion” as 3 colors match to 3 words from a list via the Colour Wheel.
Each woman will make her choice according to her own state of mind, rather than because of a trend or fad chosen by someone else. Now that is my kind of makeup!
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