Lush and Alicia K. Harris Debuted the Documentary 'Naturally'
Grace Mahas — February 1, 2021 — Social Good
Lush, the personal care brand, recently joined forces with award-winning filmmaker Alicia K. Harris to launch the powerful short film 'Naturally.' Through the lens of three individuals, the piece examines the complex and varying relationships society has with natural hair with the hop to end discrimination against natural hair, especially for people of color.
"Each day, many Black people go to work or school with the fear that they could be fired or be sent home, because of how they’ve chosen to wear their hair. This is the reality right now in 43 states across the U.S., and there are no protections to end this discrimination or fight back."
The Naturally film hopes to honor the history and ongoing impact of Black hairstyles while fighting to end hair discrimination.
Image Credit: Lush
"Each day, many Black people go to work or school with the fear that they could be fired or be sent home, because of how they’ve chosen to wear their hair. This is the reality right now in 43 states across the U.S., and there are no protections to end this discrimination or fight back."
The Naturally film hopes to honor the history and ongoing impact of Black hairstyles while fighting to end hair discrimination.
Image Credit: Lush
Trend Themes
1. Redefining Standards of Beauty - Powerful black hair history films, like 'Naturally,' inspire redefining beauty standards that celebrate the natural hair of people of color.
2. Diversity and Inclusion - Films like 'Naturally' highlight the importance of diversity and inclusion in the beauty industry and beyond, creating opportunities for new products and services to appeal to a wider audience.
3. Social Justice Advocacy - The 'Naturally' film is an example of how consumer brands can use their influence to spark social justice advocacy and promote positive change in society.
Industry Implications
1. Beauty and Personal Care - Interrogating the beauty industry's narrow standards of beauty and promoting inclusivity can bring disruptive innovation opportunities for brands to conceptualize and market products for a diverse range of hair types and styles.
2. Entertainment and Media - The increasing demand for authentic stories and diverse representation in entertainment and media presents disruptive opportunities for the industry to produce more content that examines the complexities of race, identity, and culture.
3. Human Resources - The hair discrimination issue highlights the need for businesses to ensure their corporate policies align with diversity and inclusion practices, leading to potential innovative HR programs for employees to support diverse hair types.
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