Beauty care brand Lush is trialling Lush Lens, a mobile app created by its in-house R&D team, that uses artificial intelligence and product recognition to allow customers to scan a product with no packaging to gain access to information.
The technology is currently being tested at the brand’s first ever “Naked” store in Milan, where all products are free of packaging.
Customers in store have access to four Fairphone devices loaded with the app. They can then point to any naked product – such as the brand’s popular bath bombs – to receive information, such as an ingredients list.
“With this prototype mobile app we’ve put new technologies (AI) to a good use in our mission to eliminate more packaging and further educate our customers on our unique cosmetics,” says Adam Goswell, who runs technology R&D at Lush. The app is expected to be rolled out globally and be available for download on customers’ own smartphones in the future.
In piloting this digital programme, Lush is hoping to engage with digitally-minded consumers in a way that both satisfies their mobile behaviors as well as their constant need for information on the products they purchase.
The innovation also ties back to the sustainability goals the brand has built its DNA upon – by creating solid products (such as shampoo bars, rather than in liquid form) it not only eliminates the use of packaging like plastics, but enables experiences that more easily involve image recognition.
As for the first Naked shop, which opened in Milan earlier this month, Lush is hoping to not only promote sustainable behavior with its lack of packaging, but also through a series of in-store events, such as workshops and film screenings that will allow customers to share and exchange ideas of living plastic-free.