Lush launches US transgender rights campaign with pink-and-blue bath melt

‘We're stripping all product from our shop windows to take a deep dive into the discrimination faced by transgender people in North America’

Olivia Petter
Saturday 17 February 2018 11:33 GMT
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Lush has launched a 14-day campaign in support of the transgender community.

The all-natural cosmetics company might be famed for its eccentric bath products, but with an increasing number of philanthropic campaigns under its belt, Lush is quickly becoming synonymous with social activism.

A key part of the #TransRightsAreHumanRights campaign is the launch of a limited edition Inner Truth Bath Melt bath melt, which is half pink and half blue in homage to the Transgender Pride Flag.

Lush hopes to raise $450,000 (£320,800) through sales of the product, with 100 per cent of the purchase price (minus tax) going to transgender rights organisations such as the National Center for Transgender Equality and The Canadian Centre For Gender & Sexual Diversity.

The North America-based campaign will also provide a platform for transgender and non-binary voices, with a short clip circulating Lush's social media platforms featuring staff members talking about their different experiences with gender.

The brand has also released a guide titled “How to be a Trans Ally”, which will be distributed to customers when they make a purchase across stores in the US.

Lush launched the campaign on Twitter on Thursday, writing: “For the next two weeks, we're stripping all product from our shop windows to take a deep dive into the discrimination faced by transgender people in North America while discussing how cisgender people can be good allies. #TransRightsAreHumanRights - RT if you stand with us.”

The tweet has since been liked more than 3,400 times, with customers praising the brand for its forward-thinking initiative.

"There is still so much work to be done," Lush said in a statement.

"We hope our campaign will spark conversations and educate all of us how to become better allies to the transgender and non-binary community. It is up to all of us to raise awareness on the discriminations and dangers transgender people, including our employees, face every day."

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