The pandemic-induced lockdown has many businesses having “clean sheet” strategy sessions. Following Lush CEO Mark Constantine’s “Secret Masterplan,” which sets out a vision for creating a “cosmetic revolution to save the planet,” the 25-year-old brand used the time to conduct a portfolio review of its 670 products against the following criteria.
As a result, the retailer will be discontinuing 150 products, or approximately 20% of its assortment, “to ensure it’s the best of the best and the strongest product range possible.”
Explaining its decision to phase out so many products, the company said in a blog post: “There are bound to be some disappointments but far many more opportunities as we make room to create things that are best in their class—fewer products, that give you better results.”
The newly launched Kitchen subscription box is not only a monthly delivery of retro favorites and some surprises, but also offers subscribers a chance to vote on the contents, so maybe your favorite will be back sooner than expected.
This hard look at the product assortment opens space to expand on the naked concept they have slowly been rolling out.
