Lush's new products.

Brit beauty brand Lush is celebrating its 10th anniversary in August with a slew of new launches.

NEW YORK — Brit beauty brand Lush is celebrating its 10th anniversary in August with a slew of new launches, including two birthday-inspired lines called Butter Creams and Jellies.

“[Being 10] is better than being 52, I’ll tell you that,” joked Mark Constantine, co-founder and managing director of the brand, referring to what it feels like for Lush to celebrate a decade in business, adding that the Butter Creams and Jellies collections were inspired by an English birthday party tradition.

The Butter Creams is a collection of rich, cake-shaped glycerin soaps, featuring such “flavors” as Emperor of Ice Cream (named after the Wallace Stevens poem), a blend of macadamia nut oil, shea and cocoa butters and jasmine absolute. The soaps range from $5.95 for a slab of the Lemslip flavor, to $8.95 for a slab of the Heavenly Bodies flavor.

The Jellies are gelatin-like shower cleansers that look, feel — and move — like big slabs of Jell-O. Each slice, from the naughty Spank Me With Saplings to the more demure Sweetie Pie, can be used either at room temperature or chilled/frozen, and create a moisturizing and softening effect on the skin, according to the company. “They’re still malleable when they’re frozen and perfect with the hot water of the shower, so you get that kind of rolling in the snow type thing,” said Constantine.

The line ranges from $4.95 for a slice of the blood red Bada Bing Bada Boom, which contains clary sage, rose and jasmine oils and red wine, to $5.95 for Party On, a florescent green shade that features fresh lime juice, fresh rosemary infusion and essential oils of rosemary, juniper berry and lime. Both collections will be on counter in August and are expected to do up to $1 million each in first-year retail sales in the U.S. alone.

The brand will also launch a skin care line in August, featuring Gorgeous Face Moisturizer, Almond Kisses Face Moisturizer, Skin Sin Hand & Body Moisturizer, Breath of Fresh Air Toner and Lemony Flutter Cuticle Butter. It will range from $6.95 for the 3.5-oz. size of the Skin Sin Hand & Body Moisturizer to $79.95 for the Gorgeous Face Moisturizer.

This story first appeared in the June 17, 2005 issue of WWD. Subscribe Today.

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In addition, plans for expansion are in the works for the $23 million brand, according to Mark Wolverton, president and chief executive officer of Lush North America. “The overall [retail] strategy for the U.S. is to end up with one to two shops in each major city,” he said, noting that he hopes to have 160 Lush doors in the U.S. alone by the end of 2008 and will open another “20 odd stores in the U.S. in the next year.”

Wolverton added that the brand will also begin testing different types of distribution beyond its original “streetfront” concept — airports and malls being two of them. “Our strategy had originally been streetfront only because it gives that boutique-y feel, but in some cities there isn’t streetfront shopping,” said Wolverton. “The best places are places that have a large amount of traffic and a tourist component.” Wolverton said that he expects the expansion to add up to $12 million to Lush’s business in the upcoming year.

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