Interview with Lush Communications Director for France, Belgium and Luxembourg, Chloé Chazot

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Founded in 1995, British cosmetics brand Lush has built a global empire based on innovation and ethics. The creator of handmade products, including its iconic bath bombs, has long taken a strong stance on animal testing and responsibly sourced ingredients. In 2021, the company made headlines around the world again when it announced the closure of several of its social media accounts in response to whistleblower revelations about their impact on young people’s mental health. In an interview with Kolsquare, Lush’s Communications Director for France, Belgium and Luxembourg, Chloé Chazot, describes the company’s approach to KOL marketing and the impact the closure of its accounts had on its activities.


Can you summarise Lush’s KOL marketing strategy?
Our strategy is to create very privileged and authentic relationships with content creators. We have internalised the management of these relationships. We don't work with agencies, our staff manages our relati r&d directors email database onships with influencers directly. Strong relationships to control who we send our communications to, how we communicate and to have a community that matches Lush. We are a very diverse brand and we need to have a community that represents our values, our DNA.

We work with content creators on all product launches and seasonal collections. We present our new products to them and, if they are interested, we send them a portfolio of test products. The goal is to combine an ambitious and dynamic influencer strategy with our values ​​and our DNA . We don’t want to generate additional waste. We want to target people who will be interested in our products. We communicate with them on a daily basis. We are very connected with our influencers and our community and we have a great palette of experiences that we can offer to our community of influencers .

We also work with our influencers on ethical campaigns that we organise with various associations around causes such as the environment, animal welfare and human rights . We have a very federated and committed community of influencers who know our values ​​well, who are committed to Lush and who give visibility to the associations we work with. They allow us to involve their own communities in campaigns, petitions and raising awareness. We know that it has a very positive impact on traffic, in stores, on the website, on sales, but also in terms of notoriety to show our values, our ethics to the general public. We are a committed activist brand , so it is important for us that other actors carry our messages and our commitments.