Joining a major movement in the beauty industry, Lush Fresh Handmade Cosmetics is launching a mobile app.

And while it might seem challenging to re-create the sensorial experience of a Lush store with an app, the company believes it has a solution.

“So much of the Lush shopping experience is about touching, feeling and smelling the products — we really see our new app as a way to bridge that gap between retail and digital for our customers,” said Brandi Halls, Lush’s director of brand communications.

The app, which goes live May 9, allows users to shop by scent and feeling, search for local store and spa locations, read articles about brand initiatives and discover what products others give positive reviews.

The mobile capabilities are seen as another avenue to reduce friction in converting online shoppers. “We expect that our app will be faster and more accessible than our mobile site allowing for a smoother shopping experience for our loyal customers,” said Halls.

The fresh, fun and interactive experience associated with the physical stores is reflected in the app created by Oven Bits. With one tap, users can search for products based on their favorite scent, such as citrusy or herbal, or based on the way they want to feel — inspired, or relaxed, for instance.

“Giving our fans the option to shop by feeling really does emulate the sense of being in store. We are excited that our customers will now have the true Lush experience at their fingertips so they can engage with the brand when and where they want,” Halls explained.

They can also access product-ingredient information, find out why they are used and the effects they will have on the skin, hair or body. Users can shop other product categories including what’s new, bath, shower, hair, face, body, gifts, makeup, perfume and spa. The spa category features descriptions of treatments offered at the Lush Spas in New York and Philadelphia and gives users the ability to book an appointment through the app.

The stories tab on the app is a compilation of lighthearted beauty editorials woven with more serious articles that highlight Lush’s ethics, which include supporting human and animal rights along with environmental issues. In this section, information is provided on how Lush ethically sources ingredients from around the world as well as sustainability programs like the SLush Fund, where 2 percent of the money Lush spends on raw material and packaging is used to start sustainable farming and community projects from scratch.

The social tab gives users a chance to see what other Lush devotees, or Lushies, are raving about on Instagram and Facebook with the ability to purchase those same products.

Beyond the shopping capability, a Lush store locator using the phone’s current location or a manually entered zip code is offered. Lush currently operates 240 stores across North America.

The app also offers the ability to scan/load store gift cards for payment in store or in app for seamless redemption.

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