LUSH Takes X (formerly Twitter) by Storm Following Influencer Project

Fresh handmade cosmetics brand LUSH is currently a major trend on X (formerly Twitter). The catalyst for this is a new project featuring popular talents and live streamers (VTubers), set within LUSH stores.

According to numerous user posts, particular attention is being drawn to content titled “LUSH First-Timers,” seemingly planned by “Shikinagi.” This project reportedly features male talents who were previously unfamiliar with LUSH visiting stores and experiencing its unique products and atmosphere.

Reactions range from candid observations like, “It looks like LUSH soap, but I wonder if it’s safe to eat?” to comments about the participants such as, “The CEO is here!” and “It’s kind of nice that Hoshirube is a LUSH first-timer.” There’s also excitement and anticipation regarding the scale of the project and LUSH’s cooperation, with users exclaiming, “A location shoot with luxury guests!” and “The full cooperation is amazing, thank you, LUSH!”

Following this project, a surge of users expressed renewed interest in LUSH, with comments like, “It makes me want to visit LUSH again after a long time,” and “I was curious about LUSH, so this is great.” Positive feedback about the in-store experience was also abundant, such as, “The staff were incredibly kind, even I, with my communication issues, was moved,” re-evaluating the high quality of LUSH’s customer experience.

On the other hand, some humorous opinions surfaced, like, “Some LUSH bath bombs are so intense they rank among things I wouldn’t want as a Valentine’s return gift lol.” There were also personal revelations about product characteristics, such as, “I’m not good with strong smells,” and “My house isn’t set up for bath bombs or similar products...”

With this significant movement, voices predicting future store congestion have emerged, stating, “LUSH is going to be crowded!” Great attention is now focused on whether this initiative will lead to the acquisition of new customer segments and an enhancement of LUSH’s brand image.

The Context

LUSH is a global retailer known for its fresh, handmade, ethically sourced, cruelty-free cosmetics, particularly famous for its bath bombs, soaps, and skincare products. The brand emphasizes natural ingredients and sustainable practices. In Japan, influencer marketing, involving popular talents, live streamers (VTubers), and celebrities, plays a significant role in driving consumer interest and trends, especially on platforms like X (formerly Twitter). VTubers, or Virtual YouTubers, are online entertainers who use digital avatars and are highly popular in Japan, often commanding large, dedicated fan bases. A collaboration with such figures can rapidly generate buzz and attract new demographics to a brand.

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