Almost an Experience: My Visit to the Lip Lab

At first glance, The Lip Lab at the DC Wharf seemed like the perfect ending to a girls’ weekend. The concept is undeniably cool, create custom lip (and now cheek) colors tailored just for you. It was everything I love about experiences: personalization, creativity, and the potential for connection.

And they almost nailed it.

Our group of five walked in ready to dive into a moment of creativity and play. A friendly staff member welcomed us warmly, gave us an overview of what to expect, and treated us to a lip scrub and mask. We were then asked to choose which product(s) we wanted to create. So far, so good.

But then came the missed opportunity.

The process was designed so that one team member would work with one guest at a time while the others… waited. For 50+ minutes, four of us sat disengaged, disconnected from the creative energy and from each other. There was no invitation to experiment, no tools to play with, and no magic in the in-between. The whole thing felt less like a curated experience and more like a rotating sales appointment.

And that’s where a small shift could’ve transformed the entire experience.

Imagine this instead: Each guest receives a mixing cup and a small scale. We’re told to start experimenting, mix, create, have fun. “You’ll need about X grams in total,” the guide could say. “Be sure to jot down the number of drops of each pigment so we can recreate it when you find your perfect blend. I’ll be walking around to help.”

Suddenly, everyone is engaged. We’re laughing, comparing, complimenting, playing. We’re not just receiving a product; we’re creating a memory. That’s the difference between a transaction and an experience.

To be fair, there were thoughtful touches. We got to name our products, choose fonts and in some cases even container colors all of which felt personal and fun. And their core insight was spot-on: people want to feel special. We want things that are just for us.

But they missed the next, most critical layer: what does it feel like to be the customer?

This is where so many businesses get it wrong. We invest in concepts that sound experiential without walking through the customer journey start to finish. In my book, No One Needs Another Company Mug. Stop Branding. Start Experiencing, I write about this often how the best brands don’t just customize a product, they involve the customer in a moment. They make people feel seen, inspired, and part of something.

The Lip Lab almost delivered that. They had all the ingredients, but they missed the recipe for engagement.

So here’s the takeaway for all of us: If you’re creating something for your customers, your audience, or your team ask yourself: What does it feel like to be on the receiving end of this?Are they part of the process?Are they engaged the entire time?Is there room for creativity, connection, and joy?

Experiences are no longer a luxury they’re the expectation. And the businesses that get it right aren’t just selling products. They’re building loyalty, making memories, and turning customers into raving fans.

And that? That’s the color we should all be mixing.