Saltbomb
As a brand with a rapid, in-house product creation process, Lush is in a unique position to respond quickly to moments shaping the zeitgeist. When the Saltburn movie became a global talking point — particularly that bath scene — it presented the perfect opportunity for a playful, limited-edition launch. The goal: to join the conversation with wit, speed and a product that felt unmistakably Lush.
My role
Brand marketing, strategy and copy lead
Key Contributions
Developed the concept, name, product story and campaign voice, ensuring it was cheeky, timely and on-brand.
Shaped the creative direction for the tongue-in-cheek photo shoot, aligning visuals and copy to maximise shareability.
Supported rapid product and go-to-market turnaround to hit the peak of cultural relevance.
The results
Generated 200+ pieces of press coverage across major outlets.
Awarded PR Week’s Best Campaign (February 2024).
Drove a 287% spike in organic “Lush” searches during launch week.
Sold out and restocked the product five times ahead of Valentine’s Day 2024.
Became one of Lush’s most talked-about reactive launches of the year.