L ast spring, one of my favourite brand tie-ins of 2023 saw high-street cosmetics chain Lush team up with Nintendo to create a range of products based around Super Mario . It was a riot of brightly coloured shower gels and super-sweet fragrances, including a divine Princess Peach body spray that I’m still using because screw gender-based perfume norms. Now, Lush has released a new video game range celebrating 15 years of Minecraft .
There are 12 items in the collection, including easily the most literal bath bomb Lush has ever made – a TNT block – as well as Grass and Lava blocks, a Creeper head shower bomb and a Diamond Pickaxe bubble bar, which is genuinely quite hefty despite its diminutive size. The collection is apparently the result of a year-long collaboration with the game’s developer Mojang, and it’s been a popular project for the company’s employees. Lush concepts creative director Melody Morton is a regular player – and she’s not the only one.
“We have many Minecraft players within the business, so there was lots of reference and resource to pull on when it came to products, creative and messaging,” says Kalem Brinkworth, the creative lead on the Lush collaborations team. How much you’re going to want to try these will depend on your love of the game – and also the quite strong scents Lush is known for. “Choosing fragrances for products tends to be the final piece that brings it all together, so we all enjoy this bit,” says Brinkworth.
�.