The designed commercial space I visited was the popular beauty and cosmetics store, “Lush.” Lush is known for their signature black tubs of body butter and colorful bath supplies. Although the word “lush” means rich and abundant; to consumers in today’s society, Lush is the store. Right off the bat, the display is set up neatly and by color. Because Valentine’s Day is coming up, the store’s display is set up to appeal to women. With the use of vibrant hues such as bright pinks and heart gift boxes, it is definitely trying to attract female customers.
This store screams customer service. Right when I walked in, the workers engaged me and the customers. There are sink stations and “try-me” stations where we are allowed to sample the product before using them. Although the vast amount of selections can seem overwhelming, they are divided into sections that separate each item with the rest.
This Lush store is set up similarly to every other Lush I have been to-market style. Although everything seems clumped together and chaotic, there is a system behind all the colors. Every item is grouped together from bath bombs to shampoos and they are all separated with the same black background, white writing signs. Lush has a very distinct and unique packaging that makes it easy for customers to identify the brand with. The typography has a very hand-written feel creating a youthful and natural feel.
The pamphlets are set up in the front which is a smart move because it makes it very accessible and easy for customers to grab on their way in or on their way out.
Lush prides itself on being a natural and non-synthetic company. All products are made from locally grown items and animal cruelty-free. They were successful in emanating a natural vibe by shaping their products into shapes that resemble food and plants. For example, their honey soap is molded into a honey comb which tells consumers that honey is most likely apparent in this product.
Overall, this Lush store is mainly successful in catering to customers and trying to appeal through their designs. Their target group seems to be mainly female and they do a great job appealing to them through the use of bright colors, great customer service, and little intricate details such as doodles in their display window and their appeal to senses. The smell inside the store is very fragrant and all the products combined give off a flowery and sweet smell. The music is R&B which is pretty calming and not distracting. Visually, the store is pleasing and if it seems a bit overwhelming, the great customer service puts you instantly to ease. This store is also prime for touch because customers are allowed to sample most products and the products are left out of their containers to be easily accessible. Tony Hill talks about “simultaneous perception” and because this store is so abundant in attracting all of our sense, it is easy to bounce from one sense to another if we are able to fully concentrate.
