First venture into the Metaverse as Lush debuts a Lush House in Decentraland…

Bringing all customers to the SXSW Festival 2023!

For the very first time Lush is dipping their toes into the metaverse, not Zuckerberg’s monetised meta, but DecentraLand”- user-owned and governed by its users through the Decentraland DAO, a decentralised autonomous organisation. Which makes for the perfect place to build a digital-twin (with even more added feature) replica of the SXSW house activation in Austin, Texas from 10th – 13th March 2023.
Visitors to the Lush Decentraland, will be able to visit its Disco Floor featuring a first look at the Digital Bath Bot with interactive sounds and music, learn about the exciting future forward messages the brand is exhibiting at SXSW, with a quest to complete: whereby if a visitor collects all five of the hidden fan favourite bath bombs in the house, they will be rewarded with an exclusive limited edition “All Are Welcome Always” Digital fashion T-Shirt or Hat which they can wear around Decentraland!

Lush hopes that they’ll be able to capture audiences (as well as staff) through an accessible offering for those who can’t visit SXSW in person, but can still come along to the “All Are Welcome Always” activation in Decentraland.

“We’ve long wondered, how and when we should enter the metaverse – an exciting concept that we see great potential to express our creativity and demonstrate our ethics in a new space. We’ve begun with a R&D approach, firstly with a land acquisition in Decentraland (a Web3 metaverse platform) where we’ve built a pop-up digital twin of our real life SXSW ‘Lush House’ where visitors can hang out, dance, complete a quest and leave with an exclusive Lush “All Are Welcome Always” wearable.

We don’t see this as our entire metaverse strategy, and we’re excited to think about experiments in other metaverse platforms..”

-Adam Goswell, Lush Head of Technology R&D

How to visit the Lush Decentraland:

Visitors can access via a web browser or a desktop app the Decentrland metaverse: https://decentraland.org/  by creating an account or logging in with a crypto wallet (for example Metamask). Click here to visit and explore the Lush House.

For further information or interview requests please email lushpr@lush.co.uk or call 0207 434 3948

Notes to editors

Lush at SXSW:

Lush will be at the SXSW festival from 10th-13th March 2023, with Lush House (with live streamed content available on the Lush YouTube channel) – a space to showcase how Lush is pushing the boundaries at the intersection of technology and cosmetics.  Over the four days, Lush will be hosting conversations and presenting findings from a latest report in partnership with strategic foresight consultancy The Future Laboratory.

On 10th March Jack Constantine, Lush CDO, will open the House with a talk about Lush’s roadmap for digital divestment; while Annabelle Baker, Global Brand Marketing Director, will close the four days on a panel with special guest Frances Haugen (Facebook Whistleblower) to discuss what needs to happen to create a better social landscape.   

About Lush: 

Lush is a cosmetics company with a campaigning heart, on a mission to leave the world lusher than we found it.  Lush has and continues to fight animal testing, innovates to remove packaging and synthetic preservatives from its products; directly sources all raw materials and ingredients to have traceability and impact at a local level; and makes its own tech with the same principles as its products. Lush formulated its own set of Digital Ethics Policies in 2016, which are considered every time the company designs, builds or launches a digital product.  They fall into the categories: open-source; ethical hardware; ethical data. 

About Decentraland:

Decentraland is a decentralized virtual reality platform powered by the Ethereum blockchain. Within the Decentraland platform, users can create, experience, and monetize their content and applications.

The finite, traversable, 3D virtual space within Decentraland is called LAND, a non-fungible digital asset maintained in an Ethereum smart contract. Land is divided into parcels that are identified by cartesian coordinates (x,y). These parcels are permanently owned by members of the community and are purchased using MANA, Decentraland’s cryptocurrency token. This gives users full control over the environments and applications that they create, which can range from anything like static 3D scenes to more interactive applications or games.