3 p.m. on the 27th, at Samnak Ecological Park in Sasang District, Busan, the "2025 Busan International Rock Festival." As guitar riffs rang out from the main stage and the crowd answered in a mass singalong, a completely different scene unfolded on the opposite side. Amid floating soap bubbles, a song played with the lyrics "Wash, wash, wash with Lush," and when Lush Korea employees sprayed body spray on the audience, people worn out by heat and sweat opened their arms and smiled. In the portable toilets decorated with Lush products, fragrance filled the air instead of the usual stench.
The on-site "Fresh Washroom" was a hidden hot spot at the rock festival. It is the third installment of a project Lush Korea introduced this year, after DMZ Peace Train and Incheon Pentaport, aimed at improving the inconvenient restroom experience at outdoor venues.
Lee Su-min, 29, who was in line, said, "There's a preconception that rock fest bathrooms are a nightmare, but I was surprised they were clean and smelled nice." The washroom was themed around Lush's signature scents and greatly increased the number of women's stalls to reduce wait times. Staff cleaned in five-minute rotations to maintain hygiene.
Experiential zones continued in and around the washroom. At the "After Shower Bar," where visitors could use shampoo, body spray, hair primer, and glitter mist for free, an outdoor sink was connected to a water tank. Around sunset, a sweaty spectator washed their hair with help from staff. College student Yeon Yu-ra, 23, said, "I have to catch a train right after the show, and it feels refreshing to go with my hair washed. This might stick with me more than the performance."
The event space buzzed like a small stage beyond just the toilets. Audience members sprayed body spray on each other, fixed their hair in front of mirrors, and took selfies. Kim Ha-neul, 27, said, "I used to think rock fests meant discomfort and bad smells, but this year was different. Even the restroom experience became a kind of play." Lush also held a "finding a digital billboard ad model" event and a "plogging (jogging while picking up trash)" activity with creator "Cleaning Person," earning praise that the venue was cleaner after the show.
Lush Korea's strategy with this project is to let consumers experience the brand themselves. Because, under the U.K. headquarters' policy, it does not run social media (SNS) accounts or advertisements, the company encourages people to organically spread what they experienced on site. At the same time, it emphasized an eco-friendly message by reducing single-use items and using reusable facilities.
Lush Korea posted 120 billion won in sales last year. It ranks No. 3 globally by Lush headquarters' criteria, and No. 1 by sales per square meter of store space. Jeon Hana, Head of Team, brand division at Lush Korea, said, "At the country's leading rock festival, we aimed to provide audiences with a comfortable, fragrant break while delivering a brand experience," adding, "Because this was arranged at customers' request, it is especially meaningful. We will continue to broaden touchpoints with Lush Korea's distinctive planning."