DTO Activation Brings Festive Cheer to LUSH Boston

A print personalization collaboration between direct-to-object printer manufacturer Inkcups and fresh, handmade cosmetics brand LUSH brought holiday cheer to customers, showcasing the experiential marketing power of live activations and print-on-demand.

The pair teamed up to offer an in-store activation during the first weekend of December at LUSH’s Newbury Street Shop in Boston, Massachusetts. The event featured a gift concierge, vegan hot cocoa cart, carolers, bath bomb pressing, and most notably, personalized shower gel bottles. The personalized bottles were made possible by Inkcups' HelixONE bench-top UV direct-to-object printer, integrated with Antigro Designer software.

“LUSH selected three SKUs for customers to personalize. They provided the label artwork along with clear guidelines on which elements were fixed and which could be customized,” shares Jessica Makrinos, marketing manager at Inkcups. “Based on this, Antigro developed the kiosk interface and user experience, while our team refined and optimized the artwork for seamless, high-quality printing on the bottles.”

Customers using the Antigro Designer kiosk to create their personalized shower gel bottles. | Credit: Inkcups

Brand Affinity Through Personalization

While Inkcups operates in a B2B environment, its customers ultimately serve consumers and end buyers, making its output a B2C product, Makrinos explains.

“Activations like this allow end users to experience personalized products firsthand, demonstrating real consumer interest and demand. By putting customized items directly into customers’ hands, we help brands see the value of on-demand personalization in a tangible, meaningful way.”

Simon Allen, creative production, senior support for LUSH, says the company continues to look for new ways to innovate and challenge the status quo, from raw materials to product packaging.

“Removing labels from our product lines has a massive environmental impact, so while we work on the bigger picture of this dream with Inkcups, why not offer this to our customers, starting with three of our best-selling shower gels — Sleepy, Sticky Dates, and Snow Fairy,” Allen says. “Offering on-demand personalization and adding theater to our shop floors with the versatile HelixONE just seemed like the step to take.”

With shoppers "genuinely delighted" by the simple, fun personalization process, the activation illustrates how experiential marketing drives engagement and connection.

“Seeing their reactions, whether they were thinking of a loved one or crafting a message to make the bottle uniquely theirs, was incredibly rewarding,” Makrinos adds. “The experience transformed the product from an already exceptional, cruelty-free shower gel made with high-quality ingredients into a meaningful keepsake. Customers who already love the product and its values were able to make it even more personal, creating a deeper emotional connection with the brand.”

↓ Check out the recap video from the event. ↓