Summer Treats
To position Lush as the destination for fun and innovation during the summer holidays, while tapping into the growing appetite for gourmand scents in fragrance and cosmetics, I led a campaign inspired by the nostalgic pairing of jelly and ice cream. We spotlighted our unique offer of shower jellies, crafting mouthwatering routines reminiscent of ice cream flavours. The multi-channel campaign brought a playful and indulgent twist to summer self-care, captivating audiences worldwide.
My role
Brand marketing, strategy and copy lead
Key contributions
Insights-Driven Strategy: Developed an data-driven marketing strategy, defining campaign goals, target audiences, and unique positioning.
360° Campaign Execution: Led a cross-functional team of channel experts to create and implement a fully integrated campaign and communications plan.
Global & Local Adaptation: Defined the global strategy and collaborated with regional teams to ensure seamless localisation for diverse markets.
Creative Copywriting: Wrote engaging, customer-facing copy across retail, social, web, and digital channels to bring the campaign to life.
Creative Direction: Oversaw the production of vibrant still and video assets, aligning visuals with the campaign’s fun and nostalgic tone.
The results
Increased Sales: Limited-edition packaging for fresh face masks boosted sales by 31%.
Category Growth: Shower jelly sales surged 118% year-over-year.
Influencer Reach: A targeted influencer campaign garnered coverage with a reach of 8.8 million, amplifying brand visibility and engagement.
