Lush Cosmetics' Campaign for Valentine's Day Focuses on Inclusivity
Laura McQuarrie — February 15, 2017 — Fashion
Lush Cosmetics is sharing its collection of natural handmade bath and body products for Valentine's Day this year with a standout campaign for Valentine's Day.
Rather than choosing to depict only heterosexual couples in its marketing materials, Lush Cosmetics features two same-sex couples bathing together with its products. Naturally, some people have been quick to react to the progressive campaign for Valentine's Day. Lush North America humorously responded on Twitter with a message saying: "Last week, we posted a photo that created quite the stir! Let us set the record straight. Big tubs - they do exist!"
Lush Cosmetics has long supported the LGBTQ community and in the past, has released products such as the #GayIsOk bath bar with proceeds going towards charities across the world.
Rather than choosing to depict only heterosexual couples in its marketing materials, Lush Cosmetics features two same-sex couples bathing together with its products. Naturally, some people have been quick to react to the progressive campaign for Valentine's Day. Lush North America humorously responded on Twitter with a message saying: "Last week, we posted a photo that created quite the stir! Let us set the record straight. Big tubs - they do exist!"
Lush Cosmetics has long supported the LGBTQ community and in the past, has released products such as the #GayIsOk bath bar with proceeds going towards charities across the world.
Trend Themes
1. Inclusive Marketing - Lush Cosmetics' campaign for Valentine's Day showcases inclusivity by featuring same-sex couples in their marketing materials, reflecting a growing trend towards inclusive marketing.
2. Progressive Campaigns - Lush Cosmetics' Valentine's Day campaign challenges traditional concepts of romance by featuring non-heteronormative couples, highlighting a trend towards more progressive and diverse advertising campaigns.
3. LGBTQ Support - Lush Cosmetics' long-standing support for the LGBTQ community with products and charitable initiatives reflects a trend towards increased support and representation for the LGBTQ community in mainstream brands.
Industry Implications
1. Beauty and Cosmetics - The beauty and cosmetics industry can take inspiration from Lush Cosmetics' inclusive marketing campaign to better represent and cater to diverse customer demographics.
2. Marketing and Advertising - The marketing and advertising industry can explore innovative ways to promote inclusivity and diversity in campaigns, following Lush Cosmetics' example of featuring non-traditional couples.
3. Charitable Organizations - Charitable organizations can partner with brands like Lush Cosmetics to create campaigns that support marginalized communities, leveraging their reach and resources for greater impact.
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