Lush Valentine’s 2020

Each year Lush reveals a limited-edition range of Valentine’s products. The 2020 release featured a mix of sensual gifts and cheeky goodies to treat yourself solo (or share with a loved one). Everything from naked massage bars to indulgently fragrant bath bombs and ethically-sourced lip scrubs to prep for all those kisses. The campaign embraced sensuality, sex-positivity and called for you to indulge your senses.

Campaign creative spanned retail display featuring video content appearing in over 250 stores across North America, steamy social content, media coverage and Valentine’s digital merchandising on the Lush website.

Client Lush Cosmetics North America
Art Direction Angie Carlucci
Copywriter Naomi Warren
Creative Direction Jay Gundzik
Video Director/Editor Gavin Hartigan
Producer Emma Ruthnum
Photography Nathan Beausoleil, Willie Leake
Visual Merchandising Cali Travis

Getting naked is oh so Lush—and super easy when most of the range is packaging-free.

Store signage featured dreamy gradients and copy that spoke your love language. Hero products were elevated on plinths that invited you to touch, smell and for the bold…taste.

Things got 🔥🔥🔥 on Lush social channels along with the Valentine’s landing pages, emails and online gift guide.