Lush is dedicated to crafting fresh, handmade cosmetics using natural, safe ingredients while minimizing packaging waste, and it's teaming up with UK non-profit Right to Roam for the Nature is for Everyone campaign. The organization is campaigning for a Right to Roam act in England, which would give the public access to open countryside, whether that land is privately or publicly owned. As it stands, according to Right to Roam, 92% of the English countryside and 97% of rivers off limits to the public.
Lush is now inviting consumers to trespass in natural areas that are traditionally off-limits and its campaign efforts include in-store signage, the distribution of Trespass Guides across stores and a special footpath-shaped Right to Foam soap that brings more awareness to the cause.
Natural Tresspassing Campaigns
Lush and Right to Roam Believe Nature Is For Everyone
Trend Themes
1. Natural Beauty Movement - The partnership between Lush and Right to Roam highlights the growing trend of eco-friendly beauty products and the importance of connecting with nature.
2. Access to Public Land - The Nature is for Everyone campaign emphasizes the trend of advocating for public access to privately and publicly-owned natural areas for recreational purposes.
3. Reducing Packaging Waste - Lush's commitment to minimizing packaging waste reflects the trend of sustainability in the cosmetics industry and the demand for environmentally-friendly packaging solutions.
Industry Implications
1. Cosmetics - The Natural Beauty Movement presents an opportunity for cosmetics companies to focus on eco-friendly ingredients and sustainable packaging to meet the increasing consumer demand for natural and environmentally-conscious products.
2. Non-profit - The Nature is for Everyone campaign creates opportunities for non-profit organizations to advocate for public access to natural areas, sparking conversations and potential policy changes regarding land usage.
3. Outdoor Recreation - The Access to Public Land trend opens doors for the outdoor recreation industry to offer guided tours, activities, and experiences that allow people to explore previously off-limits natural areas, promoting both physical well-being and environmental appreciation.