Lush are finally branching into colour cosmetics with their first make up collection, Emotional Brilliance. As always with Lush, there's a deeper meaning then you'd guess - the products are designed to help wearers feel more positive.
'How's that then?' I hear you cry.The 30 colours in the collection, in the form of 13 liquid lipsticks, 11 liquid eyeliners and six cream shadows, are put into a big wheel, which customers are supposed to spin around and then choose the three that they're most attracted to. Apparently the shades they select represent their strength or weakness, subconscious need and talent.
Lush's beauty director, international coordinator and co-founder Rowena Bird explained the idea behind it to WWD. "At any time in our life we could use a bit of emotional support, whether we are taking exams or worrying about our first date, to just getting through our day," she said. "It's a great help with an added bonus of being in the form of makeup."
The (vegan) products, with names like Confident, Take Control and Glamorous are packaged in clear glass bottles, with ingredients like organic jojoba oil, almond oil, candelilla and rose waxes, a rose petal infusion, cupuacu butter and a herbal remedy called eyebright infusion.
It's dubious how much emotional support a lipstick can give you though (aside from what it already does) - even Rowena admits it's mostly down to the power of suggestion. "If one believes enough in something, there will likely be a change in behavior."
As well as Emotional Brilliance, four other products will also be unveiled: Eyes Right, Lush's first ever mascara, a translucent powder and two skin tint pots for highlighting or bronzing.
