LUSH Cosmetics Use Humans to Fight Animal Testing
Erin Kirkpatrick — May 3, 2012 — Marketing
References: fightinganimaltesting & newswire
LUSH cosmetics and the Human Society have joined forces in an attempt to eradicate animal testing for cosmetics. This campaign makes the largest global campaign to end animal testing for cosmetic products to date.
LUSH and company have taken a drastic approach to sparking awareness and outrage about animal testing. The graphic photographs show humans enduring testing procedures that would normally be performed on animals. To see these horrific activities applied to humans shocks the viewer into realizing that this shouldn't be happening to humans or animals. This campaign even took it a step further by performing these atrocious acts in its Regent Street Store window in London.
As part of this activism-saturated performance, performance artist Jacqueline Traides "endured 10 hours of force-feedings, liquid injections, and other torturous procedures common to animal testers."
LUSH and company have taken a drastic approach to sparking awareness and outrage about animal testing. The graphic photographs show humans enduring testing procedures that would normally be performed on animals. To see these horrific activities applied to humans shocks the viewer into realizing that this shouldn't be happening to humans or animals. This campaign even took it a step further by performing these atrocious acts in its Regent Street Store window in London.
As part of this activism-saturated performance, performance artist Jacqueline Traides "endured 10 hours of force-feedings, liquid injections, and other torturous procedures common to animal testers."
Trend Themes
1. End of Animal Testing - The campaign by LUSH cosmetics and the Human Society aims to put an end to animal testing in the cosmetics industry.
2. Graphic Awareness Campaigns - LUSH's use of graphic photographs featuring humans enduring testing procedures creates shock and awareness around animal testing.
3. Activism Through Performance Art - Performance artist Jacqueline Traides' participation in the campaign brings attention to the issue of animal testing through live demonstrations.
Industry Implications
1. Cosmetics - The cosmetics industry must find alternative testing methods to meet consumer demands for cruelty-free products.
2. Activism and Advocacy - The collaboration between LUSH cosmetics and the Human Society sets a new precedent for activism within the animal rights movement.
3. Performance Art - The use of performance art in the campaign opens up opportunities for artists to create impactful social change through their work.
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