In wake of the tragic bush fires in Australian, beauty brand Lush Cosmetics announced the launch of the newly created Bush Animal Fund that goes to providing first aid, rehabilitation and habitat restoration. The brand will be donating proceeds of the sales from the 'All The Wild THings' soap -- fittingly in the form of a koala bear -- to the efforts.
The Bush Animal Fund "is now accepting grant requests from grassroots groups who are rescuing animals from the fires or restoring habitats, to help fund their work whether now during the emergency, or for longer-term." Applications for the fund and groups do not need to a registered charity, however, Lush's standard guidelines will apply.
Lush’s Ethics Director, Hilary Jones, added: ‘Across our business, there has been a call from customers and staff for some way to help. We can only imagine the horror faced out in the bush by those who are going out searching for animal survivors amongst the estimated billion creatures killed so far in the fires."
This philanthropic fund is authentic to Lush's nature-focused brand identity and will resonate well with its consumers to increase consumer loyalty.
Image Credit: @lush_ausnz/ Instagram