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Lush Focuses on Fewer, Better as it Culls Products

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Lush is cutting 150-plus SKUs as it rethinks its product mix.

Lush is discontinuing more than 150 products following a review by CEO Mark Constantine and company analysts. The assessment of the brand's range focused on three criteria:

  • Does it serve customer's needs?
  • Is it number one in its category?
  • Is it part of a cosmetic revolution?

"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," a company announcement noted.

Among the COVID-19 predictions that have emerged in 2020 is the notion that companies will focus their product selections on more meaningful innovations. Likely many more brands are taking similar measures, though perhaps not in such a public manner.

Lush will slowly draw down the discontinued products. Select items may reappear in the company's Kitchen subscription boxes. Should these items rate well, they could be returned to the permanent lineup.

What's being cut:

  • Bath Bombs - Aubergine, Ninja, Black Rose, Blue Gardenia Bath Salt Cube, Calavera, Flight, Geode, Golden Slumbers, Goldrush, Honey I Washed The Kids, Kitsune, Lucky Cat, Roar!, Rocket Science, Rose Butterfly, Rose Clay Bath Salt Cube, Royalty, Strawberries and Cream, Tengri, The Olive Branch, Think Pink, Turtle Jelly Bomb, Yuzu & Cocoa. Ain't No Mountain High Enough, Angels, Cream, Demons, Double Vitality, Dreamtime Bath Melt, Floating Island, Flowers Barrow, Furze, High Violet, I Want A Pony, Imp-atient, Lets Get It On, Love Is The Way, Magnificent, Mmmelting Marshmallow Moment, One Kiss, Polyamorous, Revelations, Savior, You've Been Mangoed.
  • Bubbles - Akaname, Bathos, Candy Bubble Brush, Dirty, Erlenmeyer Flask, Excavation, Gold Finger, Keep it Fluffy, Love, Party Popper, Relax... Take A Bath, Return to Emerald City, Rugar Rush, Stargazer.
  • Shower - Naked and Liquid Shower Gels - Almond Blossom. Shower moisturisers - Argan Dragon. Shower scrubs - Big Buffy, Easy Peeler, Soya Bran exfoliator. Shower bombs - Blue Pill, Love, Luck, Meditation shower bomb, Supernatural, Tantric Energy.
  • Body - Hands - Frangipani Glove, Salted Coconut Scrub. Deos & Dusting - Greench solid deo, Gymslip, Princess, Sunflower, The Guv'ner Deo (Pot & Naked). Lotions - Karma Kream naked and potted, Little pot of Energy, Naked Dream Cream, Naked Pansy, Naked Sleepy, Naked Sympathy For The Skin. Masks - Oat Mask. Massage and Shimmer bars - Shimmy Shimmy, Tender Is the Night Balms - Elbow Grease, Ultra balm, Vegelene Shaving - D'Fluff
  • Face - Facial oils - Amazon primer, Banana skin, Dirty Beard Oil. Cleansers - Baby Face, Griti politi (All Sizes), Like a virgin (All Sizes), Okame. Masks - Brazened Honey, Cupcake. Mouth - Whipstick Lip Balm.
  • Make-up - All shades of Beyond Foundation Liquid Foundation. Lipsticks - Banjul, Bissau, Caracus, Chouf, Dubai, Haarlem. Harare, Havana, Jaipur, Kingston, Kwinella, Lahore, Linz, Lulea, Madrid, Manchester, Mandalay, Maun, Milano, Mogadishu, Paris, Porto Alegre, Porto, Pretoria, Sapporo, Tokyo, Tomsk, Windhoek. Eyeliners - Calico, Ceriths, Coquina, Cowrie, Periwinkle, Tellin. Glow Sticks - Ibis, Lark, Peacock, Rock Dove, Sunbird. Loose Bronzer - Desert Island.
  • Oral care - Mouthwash - Adam's Apple, Chamomile, Golden Pear, Gospels, Happy Pill, Mandarin, Palma Violet, Pangalactic Gargle Blaster, Sleepy Pill, Spritz, Zephyrus. Toothy tabs - Before Eight, Bubblegum, Frostbite, Happy Pill, Limelight, Mandarin Fireworks, Miles of Smiles, Neem, Oral Pleasure, Supermineral, Supherb, Top Gum.
  • Hair - Hot oil treatment - Arabian Brights, Hair Doctor, Hercules, Kinky, Marilyn, New, Yuge. Conditioner - Black Hole Sun, Jungle, Sugar Daddyo. Shampoo - Blousey, Curly Wurly, I Love Juicy, No Drought pressed dry shampoo, Petal Head pressed dry shampoo, Trichomania. Styling - Giants Gel, Hair Custard, On Edge, Millennial, Poseidon, Queen Bee, Sunny Day Detangler, The Invisible Dry Oil, There's Something About Rosemary Magnificent
  • Soap - Bingo Star, Birch, Good Day Sunshine, Lemon and McCoconutty, Maypole, Michelle Ma Belle, Milky Bar, Oat Pump, Parsley Porridge, Poppy, Purple Loosestrife, Respect Your Elders, Rock Star, Sexy Peel