Lush

Cutting out the excess with naked packaging.

How is it an example of design without packaging?

Lush are moving some of their most popular products from typical plastic based packaging to ‘solid bars’, also known as ‘Naked packaging’ as a method of eliminating all packaging.  Of course not all of lush’s products can be without any packaging. However for the majority of their products with the change of recipe once liquid forms have transcended to solid bars. Allowing for the ‘Naked’ packaging. This change is on a systematic, manufacturing, and product level. 

It may come as a surprise that around 40-50% of the cost of a product goes on its packaging. Daniel says: “Taking away the packaging gives you room to put more nice things in.” 

For consumers this method is a win-win, their money is spent on purely the product, whilst taking away consumer ownership and responsibility of sorting out waste packaging.

For those who still wish for a form of packaging, Lush advocates a make your own wrap - showcasing how consumers can utilise their own fabrics/materials as a reusable packaging solution. 

The all-year-round range boasts approximately 60% naked products , this uptake is a clear indicator of consumer want for less packaging, and minimal environmental impact. It is interesting to note regardless of how intimate and exposed these products are on the shop floor, there is a high demand and up-take of packaged free products.