Lush's Campaign Aims to Raise Money for Transgender Rights Causes
Riley von Niessen — February 15, 2018 — Social Good
Starting February 15th, consumers will be able to purchase a new line of charitable bath bombs from Lush, the UK-based natural cosmetics retailer.
The 'Inner Truth Bath Bombs' are available for $6 USD each, and all of their sales will go towards transgender rights causes. Lush's goal is to raise a minimum of $450,000 through the campaign, while bringing more awareness to transgender issues by opening up about them in-stores by including quotes from staff members on boards, which state phrases like "My identity is not a trend."
In addition to the quotes, Lush will be discussing transgender issues on its social media channels by creating and showing short documentaries that relate to these topics, and will even host community events to make the environment more inclusive.
Image Credit: POPSUGAR
The 'Inner Truth Bath Bombs' are available for $6 USD each, and all of their sales will go towards transgender rights causes. Lush's goal is to raise a minimum of $450,000 through the campaign, while bringing more awareness to transgender issues by opening up about them in-stores by including quotes from staff members on boards, which state phrases like "My identity is not a trend."
In addition to the quotes, Lush will be discussing transgender issues on its social media channels by creating and showing short documentaries that relate to these topics, and will even host community events to make the environment more inclusive.
Image Credit: POPSUGAR
Trend Themes
1. Charitable Bath Bomb Initiatives - The trend of offering charitable bath bombs provides an opportunity for brands to align themselves with causes and contribute to social impact.
2. Transgender Rights Campaign - The campaign to raise funds for transgender rights causes highlights the growing trend of companies supporting marginalized communities and advocating for social justice.
3. Inclusive Marketing Strategies - The use of in-store quotes, social media discussions, and community events encourages the trend of inclusive marketing, allowing businesses to create a more diverse and accepting environment for all customers.
Industry Implications
1. Cosmetics - The cosmetics industry can leverage the trend of charitable bath bombs to increase sales and consumer engagement while making a positive social impact.
2. Retail - The retail industry can adopt inclusive marketing strategies to attract a wider customer base and foster a sense of community and inclusivity within their stores.
3. Social Activism - The trend of supporting transgender rights causes in a visible and proactive manner gives an opportunity for social activism organizations to collaborate with brands and create meaningful change.
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