LUSH has always been a charitable brand, but more recently, the cosmetics retailer has shifted its efforts to take on a more activist-focused role with its larger-scale #TransRightAreHumanRights campaign.
To support this cause, over 250 LUSH stores throughout the United States have undergone a makeover to include a digital hub which features informative explanations of trans terminology, articles regarding the movement, and ways that other folks can be allies and support the cause. The entire campaign is functioning under the notion that "Transgender and non-binary people should be treated with the same dignity and respect as anyone else." LUSH is freely distributing a "How to be an ally" manual in the majority of its product packaging.
In addition to spreading awareness, LUSH has raised at least $450,000 for the National Center for Transgender Equality and the Canadian Centre for Gender and Sexual Diversity.
Trans-Supporting In-Store Campaigns
LUSH is Expanding its #TransRightAreHumanRights Campaign
Trend Themes
1. Activist-focused Campaigns - Brands can engage in larger-scale campaigns that advocate for social causes and promote activism.
2. Inclusive Retail Experiences - Retailers can create inclusive spaces that offer educational resources and support for marginalized communities.
3. Charitable Branding - Brands can align their mission with charitable causes and actively raise funds to support these causes.
Industry Implications
1. Cosmetics - Cosmetics brands can embrace activist-focused campaigns to promote inclusivity and support marginalized communities.
2. Retail - The retail industry can adapt by offering inclusive experiences within their stores that educate and empower customers.
3. Non-profit - Non-profit organizations advocating for gender and LGBTQ+ rights can collaborate with brands to increase awareness and fundraising efforts.