Lush is responding to the Truth and Reconciliation Commission's Calls to Action with a campaign and a limited-edition shampoo bar. The Calls to Action and Final Report were released in 2015 through the largest class-action settlement in Canadian history. This report mandated apologies from the Canadian government, official church bodies, and other participants in the Indian Residential School system.
Specifically, Call to Action #92 focuses on Business and Reconciliation, and Lush Cosmetics is actively responding to it. On September 30th, the National Day for Truth and Reconciliation, Lush will introduce the limited-edition #92 Shampoo Bar. This product, made with ingredients sourced in the Nuxalk territory in the Great Bear Rainforest, is intended to contribute to reconciliation efforts. Lush will donate 100% of the product's sale price to Indigenous-led organizations working toward reconciliation, with a target of raising $150,000.
Reconciliation-Focused Brand Campaigns
Lush is Introducing the Limited-Edition #92 Shampoo Bar
Trend Themes
1. Reconciliation-focused Brand Campaigns - Opportunity for brands to respond to the Truth and Reconciliation Commission's Calls to Action with campaigns focused on reconciliation.
2. Limited-edition Products for Social Impact - Lush's limited-edition #92 Shampoo Bar presents an opportunity for brands to create products that contribute to social causes.
3. Donation-based Business Models - Lush's donation of 100% of the sale price of the #92 Shampoo Bar highlights an opportunity for businesses to adopt donation-based models to support social causes.
Industry Implications
1. Cosmetics - Opportunity for cosmetics companies to launch limited-edition products that contribute to social causes and support reconciliation efforts.
2. Indigenous-led Organizations - Lush's donation to Indigenous-led organizations highlights the growing importance of supporting and collaborating with such organizations for reconciliation and social impact initiatives.
3. Social Impact - Companies across industries can explore initiatives that contribute to social causes, like reconciliation, and create positive social impact in the process.