Pioneering content-driven commerce with Lush

Inviqa worked with Lush’s in-house digital team and other digital partners to deliver a brand-new website in line with the retailer’s distinctive branding and emphasis on engaging, sensory customer experiences.

The new site offers an engaging, content-rich user experience aided by the likes of ‘behind the scenes’ photos, vibrant videos, and educational copy on its product ingredients. Products are taken out of their containers, GIFs show them in action, and colourful imagery and quirky copywriting brings them to life.

The website, which was put together using a design-led approach and live style guide, makes optimal use of Lush’s colourful imagery and quirky copywriting. It’s populated with a mix of editorial, political, and product content, and the homepage uses this blend to great effect, rather than simply pushing product ranges.

Call-to-actions are editorially-driven, and the focus throughout is on story-telling and immersion. Users are encouraged to explore how Lush products are made, vote for limited-edition products, and explore Lush’s humanitarian and environmental projects.

Under the hood, the site is powered by Drupal Commerce, has a fully responsive design, and flexible hosting that allows the site to scale quickly with rising traffic levels.

The new Lush site experienced a dramatic spike in traffic and conversion and has resonated with a growing community of customers leading to continued online growth.

Once considered a niche beauty brand, the retailer has broken through to the mainstream and is considered one of the most progressive brands when it comes to customer experience.

Following the site’s success, Inviqa went on to develop the brand site’s social integration, enterprise search, a shop locator, and APIs to power the LUSH mobile app. We also carried out vital integrations with the retailer’s warehouse, logistics, and customer service systems.

With its pioneering approach to content-driven commerce and powerful storytelling, the Lush website has received numerous industry accolades and was recognised at The Webby Awards, hailed as the ‘Internet’s highest honor’ by The New York Times.