lush cosmetics #LushCares

The Challenge

Work culture is celebrated, but behind the grind is a growing mental health crisis. Gen Z and Millennials feel the weight of long hours and blurred work-life boundaries. Therapy and self-care are slowly becoming normalized, but stigma remains. For Lush, the challenge was how to return to social media with a message that supports real well-being while addressing why the brand left in the first place.

The Solution

We created a campaign that reframes therapy and self-care as empowering choices. By focusing on authentic stories about work-related stress, the campaign connected with the exhaustion many feel. Content highlighted positive experiences with therapy and small acts of care, positioning Lush as a partner in wellness. To maintain a safe environment, comments were turned off, honoring the brand’s values and acknowledging its history of stepping away from harmful online spaces.

Target Audience

Gen-Z and Millennials, who often get exhausted after a heavy workload

Get conscious Gen-Z and Millennials who sometimes get sucked into the demands of a growing career.

To consider Lush as their ally in their quest for better mental health.

By focusing on the importance of daily self-care rituals and using authentic storytelling.

Because when you are happy and fulfilled, you are LUSH.