The Covid-19 pandemic has offered brands a chance to review their business strategy, reviewing areas of strength and weakness.
For Lush, this period of lockdown has allowed the brand to conduct a portfolio review of its 670 products against the following criteria.
- Does it serve customers’ needs?
- Is it number one in its category?
- Is it part of a cosmetic revolution?
As a result, the brand will be discontinuing 150 products (20% of its assortment). The decision follows Lush CEO Mark Constanine’s mission to create a ”cosmetic revolution to save the planet.”
Lush will be reviewing products across its bath bomb, bath oils, bubbles, shower, body, face, make-up, oral care, soap, and hair categories.
In a statement, the brand said: “There are bound to be some disappointments but far many more opportunities as we make room to create things that are best in their class – fewer products, that give you better results.”
The newly launched kitchen subscription box is not only a monthly delivery of retro favourites but also offers subscribers a chance to vote on the contents, so we might see our favourite discontinued products again!