Marketing Spotlight: How Lush Is Winning Halloween 2025 — Without Social Media
Do you remember Alien Jelly Eggs?
That weirdly wonderful 90s staple that lived rent-free in our childhoods?
Well… they’re back. And this time, Lush turned them into jelly soap — complete with a little alien inside. Nostalgia levels: through the roof.
This is how you do Halloween marketing. No gimmicks. Just deep brand energy, audience insight, and a product that’s practically begging to go viral… even though Lush left social media.
Yep — if you missed it, Lush officially ditched social in 2021.
They pulled the plug on Instagram, Facebook, and TikTok to stand by their ethics, mental health advocacy, and anti-algorithm stance. No ads. No posts. Nothing.
And yet, here they are — absolutely owning Halloween in 2025.
So how do they still crush it?
Brand Consistency Is Their Superpower
Lush never tries to be anything they’re not. They’re loud, ethical, handmade, and smell like a glitter bomb went off in a fruit market. Every campaign — from Easter to Halloween — is unapologetically Lush.
Bold ethics (cruelty-free, handmade, fresh)
Distinctive, sensory product design
Instantly recognisable packaging & naming
That kind of brand clarity cuts through the noise. No scroll required.
They Own Their Channels
Forget chasing trends. Lush built their own ecosystem.
- A well-designed, immersive website
- Killer email marketing that fans actually want to read
- An interactive app that drives loyalty
- And most importantly — stores that are a marketing channel on their own
Fans don’t wait for Lush to post. They go looking.
They Let Customers Do the Talking
Even though Lush isn’t on Instagram, TikTok is full of Lush content. Why?
Because people love to share it.
Limited-edition bath bombs, alien soaps, sparkly ghosts — they’re made for content
Product drops come with instant FOMO
Their fanbase is passionate, vocal, and loyal
It’s user-generated gold — without the pressure to post.
They Go Big on Real-World Experience
Lush doesn’t just release products — they build moments.
Window displays that stop you in your tracks
Pop-ups and Lush Labs that feel like sci-fi gift shops
Editorial-style content and PR coverage that tells a story
Every store is a little campaign in itself. Every launch feels like theatre. Every staff member? A brand ambassador.
Wanna Steal Their Strategy?
You don’t need to ghost social media to market like Lush —
But you do need a brand people care about, content they’ll share, and moments that spark attention.
Want help making that happen?
Let’s talk.
No filters. No fluff. Just smart strategy that works.
