Ed Lawson, Head of Content at The Retail Hive, talked to Naomi Rankin of LUSH about inclusive co-creation, shop-floor-trained care teams, and giving people the time and autonomy to do right by customers.
Uncover the insights below…
Naomi Rankin
Ed Lawson
What does “joy” mean at LUSH?
Joy is different for everyone. For some, it’s bubbles and colour, for others, it’s a quiet bath and a moment of peace. We don’t want to push one version of joy on people: we listen, and offer a range so they can find what speaks to them.
How do you make that inclusivity real across a diverse customer base?
We co-create. Our ranges are shaped by people from different faiths and backgrounds—Diwali, Hanukkah, Eid, as well as Christmas. One colleague created a Diwali collection scented with the same oils her grandfather used as a child. Products with those kinds of stories carry real meaning.
Giving people the ability to make things right makes them proud of their work, and customers feel that energy.”
LUSH is known for its customer care model. What makes it work?
Every member of our care team is shop-floor trained. They understand the products, the tone, and the customers. We want conversations, not call scripts. Some customers know our team by name. We don’t rush them off the phone. That human connection means a lot and our conversion rate from those conversations is huge compared with people who never speak to anyone.
Can you scale that without losing the magic?
Not everyone wants a long chat, and that’s fine. AI helps answer simple questions and gets information to our specialists faster so they can focus where they’re needed most, but empathy isn’t optional. Customers notice when you take time to listen and treat them as individuals.
You’ve talked before about autonomy in customer care. Why is that so powerful?
Because it brings joy to our teams too. It’s frustrating when you’re constrained and can’t help someone. Giving people the ability to make things right makes them proud of their work, and customers feel that energy.
That connection between ethics and emotion is interesting. How do you balance it commercially?
Our customers hold us to account on everything we say we stand for, and we welcome it. We’re honest that we have to make a profit to function and pay staff, but we do it in a way that’s manageable, ethical, and accessible. One of our founders always said: if someone spends £5 of their pocket money on a single item, that’s a luxury to them, and they deserve to feel important. Every customer is a VIP to us. If they know we feel that way, joy follows.
Keep your team happy, serve your customers well, and joy takes care of itself.”
How do you keep leadership close to that feeling?
Customer care has a standing slot at the leadership meeting every month. We share what customers are saying and show the product changes it’s inspired. When teams see their feedback shaping real outcomes, it gives everyone a lift. Keep your team happy, serve your customers well, and joy takes care of itself.
Have your say…
We’ll be diving into this topic and many more key areas at our CX Exchange next year. Will we see you there?
When? 1st-2nd October 2026
Where? Venue to be confirmed, but you can expect sumptuous surroundings as usual!
Who? This meeting is exclusively for CX, Digital Marketing and eCommerce leaders, with the opportunity to meet best-in-class solution providers
