SXSW

Lush Is Using Machine Learning and AI to Make Wasteful Packaging and Signage Irrelevant

SXSW attendees could use an app to identify bath bombs

Lush showcased 54 new bath bomb creations at its SXSW pop-up.Dianna McDougall

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Lush is known for its colorful soaps and bath bombs, but the brand has consistently prioritized going green above all else—and its very first SXSW activation was no exception.

The brand set up its bath bomb pop-up to showcase its 54 new bath bomb creations using absolutely no signage. Instead, attendees could download the Lush Labs app, which uses AI and machine learning to determine what each bath bomb is with just a quick snapshot. “At Lush,