Lush is a cosmetics company known for its emphasis on fresh ingredients and cruelty-free products—not to mention being credited as the original inventor of the bath bomb. From early days in England to currently operating 250 stores across North America, Lush continues to have a dedicated following for its soaps, shampoo bars, moisturizers and scrubs. The Challenge For retailers (and all businesses for that matter) entire strategies had to be reworked in response to COVID-19. Digital became the central, if not sole, channel to focus on. At Lush, the team had implemented a travel campaign before social distancing and non-essential business closures were government-mandated. While the campaign had initially been performing well, there was a drastic dip in engagement as travel res

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