LUSH teams up with YouTube mega star for world first

LUSH is teaming up with influencer and YouTube mega star, Zoe Sugg AKA Zoella, to bring to life Digital Detox Day (DDD) and the #IAMWHOLE campaign.

The project is a world-first collaboration fronted by Sugg and #IAMWHOLE co-founder, Jordan Stephens (Rizzle Kicks), and aims to bring awareness to the negative effects that social media can have on our mental health, encouraging social media users to build a healthier relationship with these platforms and their devices.

Through DDD, which will take place Saturday September 5, 2020, participants will be asked to step away from social media for one whole day, taking time out for their mental health and themselves.

“I love social media, it’s incredible in so many ways and it has helped build communities and businesses, and given people a platform in order to share their stories that might not otherwise have been heard," said Sugg. "However, as the years have progressed and social media has grown in size, it’s clear that it has its flaws too."

"Comparison, criticism, cyberbullying, a disconnect from reality and real life. All of these things and how often we are scrolling can have such a negative impact on our mental health."

"This is why I am so happy to be working with LUSH and #IAMWHOLE on the very first Digital Detox Day campaign, a day to reflect offline about how we live our lives online and to introduce boundaries into our social media usage," she said.

The campaign will also be encouraging members of the public to draw a circle on the palm of their hand with the word ‘OFF’ in the middle, the day before DDD, Friday September 4, to signify that they will be switching off from social media.

In addition, LUSH has confirmed that 40+ of its worldwide locations will be participating in DDD, with 19 of these countries selling a limited-edition bath bomb called IRL (RRP AU$11.95), which will be available from August 29. Money raised from the bath bomb will go into a fund where grants will be available to global grassroots mental health organisations.

The bath bomb was created in person with Sugg and LUSH inventor, Jack Constantine, to encapsulate her happy place of a beachside sunset in the bath. The fragrance is a new blend using mood enhancing oils including: neroli oil, orange flower absolute, ylang ylang oil and rose absolute.

"I have been a huge fan of LUSH for years so to be able to create a bath bomb for this campaign in order to raise money for grassroots mental health charities has been an absolute privilege and I can’t wait for everyone to enjoy it.”

Click here to download hi-res product images of the LUSH x Zoella IRL Bath Bomb.