Fighting For a Forum of Creativity

LUSH is an illustrious handmade cosmetic company that promotes the fight against animal testing while priding itself on ethical buying and campaigns. If a human embodiment of LUSH exists, it is Alessandro Commisso. He is a charismatic employee and a super fan of the brand. Alessandro started as a loyal customer and became an active participant in the LUSH community. Once a job became available, he jumped on the chance and is currently an integral contributor to the marketing, creativity and innovation-taking place at LUSH.

3 Questions with Alessandro

How does your team generate new ideas?

LUSH is an exciting environment and the LUSH Mafia offers a discussion forum for creative ideas and branding. Inspirations and ideation can be brought by anyone from a junior designer to a head of finance. The core people at the top are creative and everyone tries to look at every idea through a creative lens. LUSH generates creativity by referencing music, art, customer comments, travel and more. The core to LUSH is the mafia and it inspires the brand's most innovative projects. Some notable examples include spas all over the world, including locations in Japan, UK and France. A lot of the treatments at these spas are inspired by bespoke music that has been composed for the spa. All of the concepts and every single treatment stems from music to create a new theme and experience.

Has there ever been an instance where another industry has influenced an innovation at your company?

Yes, the whole of LUSH, with no packaging is a reference to fruit markets. The specific market that initially inspired LUSH is located in Rialto, Venice. It has been the biggest inspiration for inventing our concept and led way to the blackboards, the way our products are displayed in a natural way to reflect the feel of a market and the connection to the ingredients and the consumer experience.

What makes an innovative culture?

Innovation and creativity is the core to our business. We are fresh, we are fast and we make it happen in the store in a few weeks. We can invent, manufacture and sell it. This makes for a lot of integration, which makes it fast and reactive. LUSH produces effective products made from fresh, organic fruits and vegetables, the finest essential oils and safe synthetics. It is about passing along the passion.