When it comes to retail settings, LUSH brings poetry.
LUSH strengthened its partnership with The Poetry Pharmacy, a small bookstore that specializes in "poetry on prescription," in May of 2024. This partnership was based on the time-honored combination of treating oneself to a lengthy soak and reading it. After a successful pop-up with the cosmetics company, The Poetry Pharmacy now has a permanent home in the main shop of LUSH, which is located on Oxford Street in London. The Poetry Pharmacy occupies 62 square feet of space. Customers have the opportunity to peruse a selection of poetry books that have been arranged according to their feelings, acquire products such as 'Poemcetamol' tablets, or unwind with a cup of coffee and a piece of cake at the Dispensary Coffee Shop. Mark Constantine, co-founder and CEO of LUSH, and Deborah Alma, creator of The Poetry Pharmacy, initially engaged with one another on a shared appreciation for poetry, which led to the formation of the partnership. That led to a short retail collaboration as well as LUSH bath bombs that contained a concealed paper insert that contained a poem that was pertinent to the situation. Bookseller Alma's goal is to "bypass the gatekeepers and bring poetry to more people in playful and engaging ways." This is the objective of the bookseller.
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