Super Milk conditioning spray is Lush’s number one best-selling product accross the globe. It has rapidly grown in popularity due to viral reviews on TikTok citing its groumand scent as a key benefit. The purpose of Smell incrEDIBLE is to leverage Super Milk’s growing popularity and it’s gourmand scent trend to attract new customers, drive cross category awareness to more products and educate audiences on the benefits of the product range.

We took inspiration from product food labels to create the design lockup which housed the benefits for each ingredient. We then shot beautiful macro and group shots of the product’s showing off the stunning textures of each unqiue product. 

We designed and hosted a pop-up brand event in Texas that focused specifically on haircare, with the goal to leverage customers who already love Supermilk, to explore other Lush hair products.  

Global Art Direction lead, Design, Set Design & Styling, Retail & In-store concepting