Case Study: LUSH Fresh Homemade Cosmetics achieves deeper customer engagement with Nosto

How LUSH Cosmetics Uses User-Generated Content to Transform Customers into an Engaged Community of Brand Advocates

LUSH Fresh Homemade Cosmetics needed a cost-effective way to keep its community of “Lushies” engaged while delivering fresh, authentic content across social and web channels. Using Nosto’s user-generated content capabilities, LUSH sought to centralize and manage large volumes of customer-created assets and replace some traditional ad spend with content from its loyal brand advocates.

Nosto helped LUSH organize and deploy UGC across touchpoints, including social posts, homepage galleries, and product pages, enabling faster content updates and more personalized experiences. The results were strong: UGC outperformed branded content on Instagram with 1,340% higher total reach, 183% more new profiles reached, 53% higher clicks, and 43% more site traffic; the #WeTheBathers feed also generated 450% more clicks than the Suggested Item Feed, and one homepage UGC section drove 1 million impressions and 2% of visitors taking action.

LUSH Fresh Homemade Cosmetics

Sabine Schwirtz

Community Manager