UK-based cosmetics company Lush made superfan Nicole McRonney-Apaw the star of their new campaign this season. After being a fan for six years, collecting over 300 products, and even flying from North America to the UK to buy exclusive scents, Nicole contacted the CEO of Lush to give advice about social media marketing.


Her dedication was noted: she eventually gained an in-store position at Lush in 2017, before moving into a communications role. Nicole is now the face of Lush's new body scrub campaign!
Mindful that consumers are growing weary of traditional advertising, more and more brands are involving consumers in the creative process..and sometimes building a marketing campaign around this!
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