Lush launch their first range of makeup this weekend. Called Emotional Brilliance, it’s also the first range of makeup we’re aware of that uses colour therapy at its core.
Developed with the help of Strategic Behavioural Therapist Lady Kennedy, Emotional Brilliance – in stores this Saturday 21st July – is designed to fulfil the wearer’s psychological needs.
Shoppers will be encouraged to choose from a spinning wheel the three colour dots they are most drawn to; these represent your strength or weakness, a subconscious need and a talent.
Words devised by Lady Kennedy like ‘healthy’, ‘charm’, ‘independent’ are linked with colours made by Lush co-founder Rowena Bird so that once you’ve played the game, you can pick the colours that suit the quality you need to tap into on any given day.
They reckon that the power of suggestion will have you behaving a certain way; that red orange lipstick will make you feel ‘strong’, the green shadow, ‘healthy’ and so on.
That’s the science bit, but what of the actual products? We had a sneaky go on the wheel and came out with some corkers.
All presented in Alice in Wonderland ‘drink me’ style pipette bottles, there’s eyeliner, shadow and lipstick but because they’re all liquid you can set them to a bit of multitasking. We’ve already been using the baby pink Charm liquid lippie on our eyelids.
There are 30 colours, all vegan, and all £14.50. And for the basics to go with them, Lush have released the Desert Island Collection – mascara, powder and skin tints, all £12.
This season we’re totally matching our makeup to our mood.