Lush has gone back to its activist roots with its new campaign that highlights the “plight” of human rights in the UK.
Working in partnership with charity EachOther, the cosmetics company is running the campaign across all of its 102 stores from 16 May until 2 June, based off a briefing paper produced by the human rights publication detailing what it described as “threats” to human rights in the UK.
The retailer has created a new shower powder, aka a “showder,” called Human Rights, which is central to its new campaign.
Used as a lighthearted way to spark conversations with the public about serious issues and raise money for EachOther’s work, the £14 sales price of each box sold, minus VAT, is being donated to the charity.
The front of the boxes read “Essential Human Rights for Everyone” and add that human rights contain “Equality, Compassion, Humanity and Respect”.
Shoppers are invited to share their views on human rights with EachOther via a survey through a QR code on the back of the box and in-store signage.
The boxes form the basis of the windows which will be appearing across the retailer’s stores, with a lightbox featuring the artwork from the front of the box and bubbles surrounding it reading “Tough on Discrimination, Gentle on humanity, Smells like Freedom, Wash Away Inequality”.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Lush campaigns manager Andrew Butler said: “Lush have a long history of championing human rights around the world, and we feel it is vital to stand up for our rights.
“In the UK we are faced with a worrying and sustained attack on our essential human rights, from the right to protest to the right to hold the government to account.”
He continued: “These rights exist to protect us all but are especially important to protect those who are already marginalised and therefore more likely to suffer abuse and exploitation.
“An attack on one of us is an attack on all of us, so we stand together with EachOther to demand human rights protections for everyone.”
In December, Lush boss Mark Constantine blamed the government for the state of the high street as cuts on council finances had pushed some local authorities to the state of bankruptcy.
The chief executive said a rethink was needed to prevent further decline after thousands of stores in the UK had closed in recent years.
Click here to sign up to Retail Gazette‘s free daily email newsletter
