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Nigel TAYLOR Published
July 12, 2025
Retail collaborations tend to be well-thought-through adventures to ensure positive marketing exposure and increased sales for the participants. However, it’s rare we hear almost-instant updates on post-launch performances.
But that’s not the case for high street beauty brand Lush, which has heralded its recent tie-up with cartoon character SpongeBob SquarePants as its “most successful ever”.
After recording over 66,000 products sold and worth £1.3 million is sales since launching on 29 June, all five collaborated items are now ranked in the top six most popular Lush products.
Furthermore, stores saw a 29% increase in visitor numbers at launch versus the same week in 2025.
The collection, designed with plastic-packaging-free alternatives in mind, was created in support of character owner Paramount’s ‘SpongeBob SquarePants: Operation Sea Change’ campaign, tied to its global ocean conservation and sustainability initiative, which kicked off last year.
Meanwhile, Lush has also revealed that its packaging-free innovations since 2005 have “saved the world from a further 13.8k tons of plastic from ever being produced”.
Rae Stanton, earthcare retail communications lead at Lush, said: “It’s no secret, global consumers are becoming increasingly conscientious about the impact of the products they buy, and many are seemingly willing to accept a higher price tag for this.
“However, as Lush recently highlighted regarding the cost-of-living crisis, making the switch from packaged to packaging-free, it’s possible to even save on costs in the long term.”