LUSH Fights For Transgender Rights With A Large-Scale Campaign
All 250 LUSH stores in North America have received a makeover in order to display messages for the campaign
LUSH has launched a large-scale campaign exclusively focusing on trans rights. The cosmetics retailer, known for its ethical approach to sourcing, producing and selling beauty products, is now aiming to change perceptions on what it means to be trans, provide insightful information and defend trans rights. The brand has set up a digital hub where anyone can get educated on trans terminology, read articles regarding the movement and empower themselves to become allies. The multi-channel campaign functions under the umbrella #TransRightsAreHumanRights, with this message at the forefront: “Transgender and non-binary people should be treated with the same dignity and respect as anyone else.”
In honor of the two-week campaign, all 250 LUSH stores in North America have gotten a makeover to display messages in solidarity with the movement. Instead of the usual explosion of color, the store’s windows show poignant quotes from company employees, some who are trans themselves, such as, “This is my identity, not a trend.” Facebook and Snapchat will be included as LUSH employees speak about their personal experiences in a one-minute video, and other resources are made available to youth. The cosmetics boutique is also packing its stores with 75,000 “How to be an Ally” manuals for free distribution.
But the campaign goes further than spreading awareness: According to Glossy, LUSH, has partnered with the National Center for Transgender Equality and the Canadian Centre for Gender and Sexual Diversity to raise at least $450,000, through sales of a limited-edition bath melt called “Inner Truth” as well as their Charity Pot lotion, which has always been used for donations to non-profits. The bath bomb will be on sale for the duration of the campaign, whereas proceeds from Charity Pot will continue to go towards trans rights for the rest of the year. All of the earnings from these products will be donated in their entirety.