Made by People

Lush turns imperfection into proof—while platforms optimise keywords, rank outcomes, and rethink sustainability.

Author

Javier García
January 02, 2026 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

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Gladly handles the predictable volume, FAQs, routing, returns, order status, while your team focuses on customers who need a human touch. The result? Better experiences. Lower costs. Real competitive advantage. Ready to see what's possible for your business?

Best Ad of the Week

Lush – “Made By Hand” (2025 Global Brand Campaign)

Lush’s “Made By Hand” puts the spotlight on something most beauty ads hide: the making. The film shows Lush employees mixing, shaping and cutting products by hand in real factories. You see hands stained with colour, imperfect edges, batches that don’t look identical. There’s no voiceover, just ambient sound and occasional laughter. The closing line appears quietly: “If it’s made by people, it should look like it.”

Key marketing lessons

• Imperfection as proof
Lush reframes inconsistency as authenticity, turning what could be seen as a flaw into a trust signal.

• Process builds credibility
By showing how products are made, the brand removes distance and mystery, which strengthens belief.

• Values without slogans
Ethics, sustainability and transparency are communicated through action, not claims.

• Human-first positioning
Employees are the heroes, not influencers or models, reinforcing Lush’s activist brand DNA.

• Stand out by showing less polish
In a category obsessed with perfection, rawness becomes differentiation.

A reminder that when a brand truly believes in how it makes things, showing the process can be more powerful than selling the result.

Sponsored Section

The Future of AI in Marketing. Your Shortcut to Smarter, Faster Marketing.

This guide distills 10 AI strategies from industry leaders that are transforming marketing.

  • Learn how HubSpot's engineering team achieved 15-20% productivity gains with AI

  • Learn how AI-driven emails achieved 94% higher conversion rates

  • Discover 7 ways to enhance your marketing strategy with AI.

Weekly Tip

Make the Message Easy to Finish

Content that feels endless gets abandoned. Content that feels finishable gets read.

• Keep sections short and clearly separated
• Avoid adding ideas after the main point is made
• Let the reader sense a clear ending approaching

When content feels easy to finish, people are far more likely to stay until the last line.

Weekly Challenge

Follow-Up Content Loop

This week, stop posting and moving on too fast:

• Publish one post and actively watch the comments and DMs it generates
• Identify one repeated question, doubt, or reaction
• Create a second post answering or expanding on that exact response
• Clearly reference that it’s a follow-up to the previous post

This loop turns one idea into two pieces of content, improves relevance, and shows your audience you actually listen.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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