A print personalization collaboration between direct-to-object print manufacturer, Inkcups, and fresh handmade cosmetics brand LUSH, brought holiday cheer with real-time in-store print personalization on the first weekend of December.
Taking place at LUSH’s Newbury Street Shop in Boston, Massachusetts, the event kicked off with an exclusive evening for local press and influencers and then extended to the rest of the weekend, featured a gift concierge, vegan hot cocoa cart, carolers, bath bomb pressing, and personalized shower gel bottles decorated using Inkcups’ HelixONE bench-top UV direct-to-object technology.
Comments from Jessica Makrinos, Marketing Manager, Inkcups
“Simon (Si) Allen [Creative Production Snr Support, LUSH], based in the UK, has been a strong advocate for Inkcups and our technology for quite some time. Inkcups partnered with Antigro Designer to deliver an interactive, real-time personalization experience. Having collaborated with Antigro at previous trade shows, the integration of their software with our equipment was a natural fit. LUSH selected three SKUs for customers to personalize. They provided the label artwork along with clear guidelines on which elements were fixed and which could be customized. Based on this, Antigro developed the kiosk interface and user experience, while our team refined and optimized the artwork for seamless, high-quality printing on the bottles.
“Although Inkcups operates in a B2B environment, our customers ultimately serve consumers, making our output very much a B2C product in many markets. Activations like this allow end users to experience personalized products firsthand, demonstrating real consumer interest and demand. By putting customized items directly into customers’ hands, we help brands see the value of on-demand personalization in a tangible, meaningful way.
“Shoppers were genuinely delighted by how simple and intuitive the personalization process was. Seeing their reactions, whether they were thinking of a loved one or crafting a message to make the bottle uniquely theirs was incredibly rewarding. The experience transformed the product from an already exceptional, cruelty-free shower gel made with high quality ingredients into a meaningful keepsake. Customers who already love the product and its values were able to make it even more personal, creating a deeper emotional connection with the brand.”
Comments from Simon Allen, Creative Production Snr Support, LUSH
“We are always trying to push the boundaries and challenge the status quo of what’s achievable from an ethical and sustainable perspective across all aspects of our products from the raw materials to the product packaging. Removing labels from our product lines has a massive environmental impact so while we work on the bigger picture of this dream with Inkcups why not offer this to our customers, starting with three of our best-selling shower gels - Sleepy, Sticky Dates, and Snow Fairy. Offering on-demand personalization and adding theater to our shop floors with the versatile HelixONE just seemed like the step to take.”