Taking a Brand Through Its First Loyalty Journey With Lush

Emma sits down with Rachel to discuss how Lush approached loyalty on its own terms, launching Lush Rewards after stepping away from social media and doubling down on community. The programme is built around customer feedback, local store autonomy, and brand values like sustainability. From digital wallets to product drops and partnerships, the focus is on engagement over transactions. Early signs are positive, with strong internal buy-in and customer demand, as Lush looks to prove loyalty can drive footfall without compromising its identity.