LUSH Korea, led by CEO Woongsil U, participated in the 2026 Gangnam Festival, held from October 3 to 4, across the Dosan-daero area in Seoul. This marks the festival's 15th edition, showcasing various programs centered around K-Pop, fashion, beauty, and gastronomy.
In alignment with the festival theme of creating a "clean and fragrant festival," LUSH Korea introduced the 'Fresh Washroom' initiative, designed to alleviate common inconveniences such as restroom access and handwashing facilities at urban festivals. The initiative aimed to provide an engaging way for attendees to experience LUSH's products and scents.
Under the concept "As You Wash, Dosan-daero Becomes Fragrant," the Fresh Washroom featured five facilities, including two public restrooms and three women-only restrooms equipped with bidets, ensuring a clean and comfortable environment for festival-goers.
Adjacent to the Fresh Washroom, LUSH created the 'After Shower Bar,' where visitors could experience LUSH products and scents while taking a break. Throughout the festival, LUSH engaged attendees by sharing its fragrances and enhancing the overall experience.
The interactive content 'Feeling Refreshed as You Wash' invited visitor participation. Based on the theme of "Washing Away Your Inner Concerns with LUSH,” participants selected their chosen worries to wash away, receiving 'Refreshing' stickers that included daily fortunes and scents, alongside opportunities to experience LUSH body sprays and receive gifts.
The 'Feeling Refreshed as You Wash' content attracted considerable attention, with all prepared goods fully claimed during the event. One attendee noted that the restrooms were impressively clean and fragrant, and found the event themed around washing away worries to be an enjoyable experience.
Additionally, LUSH Korea continues to develop the Fresh Washroom project under the brand message, “Meeting LUSH Makes You Feel Good.” This is part of the company's 'Brand Friendship' strategy, which involves direct engagement with customers. Following its introduction at domestic festivals last year, LUSH is participating in various festivals this year, including the DMZ Peace Train Music Festival, the 2026 Incheon Pentaport Rock Festival, and the 2026 Jeonju Ultimate Music Festival, to maintain communication with its customers.
