They make ethically sourced and handmade products, they stand up for what they believe in, raise money and donate the funds directly to various charities and campaigns they believe in. They are also innovative in their marketing to reach a wide variety of people.
Now, Lush is launching a new campaign called #TransRightsAreHumanRights to educate customers about the trans community, as well as how to become an ally.
Their new initiative launched on February 15th, with the Canadian Centre for Gender and Sexual Diversity and the National Center for Transgender Equality. Their goal is to raise $450,000.
They plan to do it by selling the Inner Truth Bath Melt. All sales from the product will go directly to organizations that advocate for trans rights. They also created an online resource and pocket manuals that will be given to customers in all North American stores to help educate them.
The company hopes that the campaign will help spark discussion around trans rights as well as educate society to become more aware of the transgender community. They also want to emphasize on the discriminations, dangers, and challenges trans people face on a daily basis.
But don’t worry, their initiatives don’t just stop there.
In a larger effort to educate the public, Lush stores will proudly display quotes about trans identity in their windows. And if that’s not enough, they are also planning to release a video series that will include documentaries of trans allies speaking on how to become supportive and create a better community.
Carleen Pickard, the Ethical Campaigns Specialist at Lush Cosmetics North America, told Teen Vogue, “We are a diverse group of people with one thing in common — advocating for human rights. It’s important for us to listen to our staff and find out what issues they are most passionate about. Transgender rights have consistently been at the top of the list. As an inclusive employer that champions equality, we simply couldn’t stand by.”
“What’s really special about this campaign is that our transgender and non-binary colleagues have genuinely impacted every aspect of it, from providing guidance and sharing personal experiences to educating us on how to become better allies to the community, ultimately creating a safer and more inclusive environment for all.”
This has easily been one of the biggest campaigns Lush has ever done, providing an in your face attitude while being kind and safe at the same time. I would also consider it one of the most revolutionary and influential campaigns any company has done where the actual work is not overly related to the products or motive of the store. It’s so nice to see them supporting a cause that’s becoming so common in our society and are striving to make a better world by supporting a growing community.
Featured image via Unsplash
