Words like fresh, organic, fruit, and vegetables are usually associated with healthy snacks, a well-balanced meal, or a recipe ingredient list. LUSH Cosmetics uses these words all the time, but they aren’t associated with meals; they use them in reference to their handmade cosmetics.
Their natural, recyclable, ethically sourced, and animal-friendly body products have developed a cult following, prompting LUSH to develop their Emotional Brilliance Collection. Based on psychological needs instead of seasonal trends or colour forecasting, the new makeup collection features pigment-rich lip colours, eyeliners, and eyeshadows.
LUSH’s new venture changes the way consumers purchase makeup: spin the Emotional Brilliance wheel online or in store, and choose the first three colours that jump out at you. Each colour represents a product in the line, and is labelled with a descriptive word (Confident, Take Control, Glamorous, and Bubbly, to name a few). The first colour represents a strength or weakness, the second, a subconscious need, and the third, your talent.
In addition to makeup, the Emotional Brilliance Collection includes a translucent powder, Skin Tint foundation, and mascara that are all made according to LUSH’s high environmental, ethical, and animal-friendly standards.
Lush Co-Founder and Inventor of Emotional Brilliance, Rowena Bird, used her own experience to develop the line:
“I love lipstick, but why wasn’t one great colour ever enough? Why was I drawn to a particular one on different days, or even sometimes feel the need to change colour part way through the day? After chatting with like minded lipstick junkies, it struck us that it wasn’t about what clothes we were wearing, but more about how we were feeling.”
The Emotional Brilliance Collection also enables consumers to choose their makeup in a completely new way: based on a word they want to embrace that day. Giving an important presentation? Success may help foster some much needed positive thinking. Hoping to write the speech you’ve been putting off? Motivation could help get those creative juices flowing.
However you decide to choose your makeup, the collection embodies the words that are associated with it; wear the product, and live the word.
Liquid Lips – $22.95
Liquid Eyeliner – $22.95
Cream Eyeshadow – $22.95
Translucent Powder – $18.95
Skin Tints – $18.95
Eyes Right Mascara – $18.95