Research brief 10 - Discussion points from Lush employee

Whilst in Lush, I enquired about the design of their giftboxes especially as they are named positive moods, and also other products. I know Lush staff are trained quite rigorously in company ethics and have training on why designs are made.

Especially Lush spa, everything is specifically designed to relax uplift the customer. Using lighting, effects, sensory interaction and mood lighting specific to each customers needs.


The lady I spoke gave me an email to contact the head office to get archive research on research done to choose colour, and older tests for other products such as beauty products (which were trained and taught to be empowering to customers) etc.

What I learnt-

In their own study around 96% of customers chose a blue shade for relaxation
Purple/lilac can be successfully used for calming
Natural colours, textures, visuals are usually most popular

Emotional Brilliance Range

'Lush has worked with renowned Strategic Behavioral Therapist Lady Kennedy, who specializes in changing people’s behavior and attitudes, for the list of words to correspond with each color. They are words she uses in therapy sessions to alter perceptions and change behavior...The Emotional Brilliance range brings this form of exclusive mind therapy to consumers.'

'We began by looking for positive and encouraging words such as 'happiness', 'calm', 'focus' – all things I know people are looking for and come to see me about'

'We then asked people from all over the business to choose from a colour chart the shade they felt best represented a particular word. Time and time again, people would go for similar colours for each word. The final colour chosen to become the make-up was invariably one that was picked many times over.'

https://uk.lush.com/article/how-colour-and-feelings-are-connected