To put it plainly, LUSH waste absolutely no time pumping out new products to promote consumerism and exploit the next big holiday. Their strategy revolves around the lush exploit of next holiday consumerism. While most people were waking up hungover on January 2, LUSH launched a new range of products for their 2026 Valentine’s Day collection.
Based on their previous patterns, LUSH always release their products ridiculously early. Their 2025 Halloween products were launched in mid August- followed by their Christmas products one week later.
LUSH are always in a hurry to get us to splurge for special occasions. Retailers rely on consumers overspending by placing a big emphasis on every single holiday. Yes, that means their Valentine’s Day collection launches before February to entice organised shoppers that like planning ahead. But it also targets the average consumer that wasn’t mentally prepared to accept that the retail calendar has already moved on.
There are 869 Lush Cosmetics shops globally, so clearly the brand is very successful. The cherry on top, (coincidentally available to buy as a bar of soap), is that their success comes despite their high prices.
So how does the brand entice their customers and encourage consumerism? Is anyone really interested in thinking about Valentine’s Day if they still have their Christmas tree up?
Limited Edition Collaborations
LUSH rely heavily on limited edition items encouraging purchases before it’s “too late”. Customers don’t want to miss their only opportunity to purchase something rare. They may regret it. This false sense of urgency encourages consumerism by promoting impulse buying.
LUSH basically hit the consumerism jackpot by coining in on Minecraft, Hello Kitty, Barbie, Bridgerton and Minions products last year. The Sponge Bob Square Pants X LUSH collaboration alone generated over £4 million globally in sales according to their website.
Not only have LUSH targeted popular tv shows and media, but they tried to commercialise religion. Diwali themed products emerged last year. It all just feels excessive.
Every occasion or event seems to need a novelty themed gift set and LUSH are trying to normalise this behaviour. Despite most people feeling emotionally disconnected from the timing of it all, LUSH are targeting your relationship status. You’re unworthy if you aren’t getting your partner a Sex Bomb shower gel and body glitter mist set. Its a form of emotional manipulation and it works really well.
How to Avoid Consumerism
LUSH shops are highly colourful and the “naked packing” for their products ensure that you can smell the shop before you see it. You’re usually offered free samples and consultations from overly eager staff which encourages consumerism.
It’s fine until you realise you ended up buying something you didn’t want or need. The simple solution is to just enjoy the sensory overloading experience, take the free samples and then leave.
Try to avoid online influencer marketing. Does anyone really want to pay over eight pounds for one bath bomb anyway?
Financial Anxiety?
Budget friendly suggestion, cut your expensive Strawberry Crumble bubble bar in half to get double the use out of it. They are a decent size- but that’s subjective.
If you are overspending or a student with financial anxiety after Christmas, contact your local student union for advice. Money support | Student life | University of Stirling
Friendship Cake from LUSH. Image credit – Emma Forbes Walker
Featured Image Credit: Emma Forbes Walker