LUSH is launching their very first full cosmetics collection named Emotional Brilliance. The new colors and shades will hit the shelves on July 21, bringing the wealth of 13 liquid lipsticks, 2 gel eyeliners, 15 cream shadow liners, 2 skin tints, 1 translucent powder and 1 mascara. Everything is designed to lift up our moods!
The philosophy behind Lush’s Emotional Brilliance collection is that colors and shades can deeply influence our feelings and our emotions; they can make us feel better, more vigorous and positive.
The natural and vegan formulas blend various organic oils and herbal remedies such as jojoba oil, almond oil, candelilla and rose waxes, a rose petal infusion, cupucu butter and eyebright infusion.
The collection is made in collaboration of famous Strategic Behavioral Therapist Lady Kennedy who help LUSH’s team to pick right colors to get their corresponding emotional triggers. Now this is where the whole concept becomes really interesting – all 30 hues of the Emotional Brilliance collection will be displayed on a wooden wheel in each of Lush’s 835 stores across the world. After spinning the wheel, customers are to pick the three colors that they feel most drawn to in the moment. This will provide an instant mood reading since the first color choice represents one’s temporary strength or weakness, the second color represents a subconscious need and the third represents one’s talent.
The products are priced between $18.95 and $22.95 and they’re packed in a glass vial inspired by Chinese calligraphy ink bottles. The color range is universally flattering for all skin tones, and shades and textures are easy to blend for more customized result.
To celebrate the launch, Lush released a song and music video in early June. Check it out: