# LGBTQ Love Campaigns Lush Cosmetics' Campaign for Valentine's Day Focuses on Inclusivity By Laura McQuarrie | Published 2017-02-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/campaign-for-valentines-day References: [pride](http://www.pride.com/activism/2017/1/23/lushs-new-lgbt-inclusive-ad-campaign-too-cute-handle) & [lush](https://www.lush.ca/en/valentines-day/) [Lush Cosmetics](https://www.trendhunter.com/trends/color-changing-shower-gel) is sharing its collection of natural handmade bath and body products for Valentine's Day this year with a standout campaign for Valentine's Day. Rather than choosing to depict only heterosexual couples in its marketing materials, Lush Cosmetics features two same-sex couples bathing together with its products. Naturally, some people have been quick to react to the progressive campaign for Valentine's Day. Lush North America humorously responded on [Twitter](https://www.trendhunter.com/trends/elon-musk-and-x) with a message saying: "Last week, we posted a photo that created quite the stir! Let us set the record straight. Big tubs - they do exist!" Lush Cosmetics has long supported the [LGBTQ](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign) community and in the past, has released products such as the #GayIsOk bath bar with proceeds going towards charities across the world. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 85% | Activity: 98% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Inclusive Marketing:** Lush Cosmetics' campaign for Valentine's Day showcases inclusivity by featuring same-sex couples in their marketing materials, reflecting a growing trend towards inclusive marketing. - **Progressive Campaigns:** Lush Cosmetics' Valentine's Day campaign challenges traditional concepts of romance by featuring non-heteronormative couples, highlighting a trend towards more progressive and diverse advertising campaigns. - **LGBTQ Support:** Lush Cosmetics' long-standing support for the LGBTQ community with products and charitable initiatives reflects a trend towards increased support and representation for the LGBTQ community in mainstream brands. ### Where This Applies - **Beauty and Cosmetics:** The beauty and cosmetics industry can take inspiration from Lush Cosmetics' inclusive marketing campaign to better represent and cater to diverse customer demographics. - **Marketing and Advertising:** The marketing and advertising industry can explore innovative ways to promote inclusivity and diversity in campaigns, following Lush Cosmetics' example of featuring non-traditional couples. - **Charitable Organizations:** Charitable organizations can partner with brands like Lush Cosmetics to create campaigns that support marginalized communities, leveraging their reach and resources for greater impact. ## Related on Trend Hunter - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Valentine’s Day Shower Products](https://www.trendhunter.com/trends/strawberry-heart.md) - [Burger-Shaped Bath Gifts](https://www.trendhunter.com/trends/the-love-burger.md) - [Immersive Queer-Led Community Initiatives](https://www.trendhunter.com/trends/united-by-vanity.md) - [Valentine's Day Prophylactic Campaigns](https://www.trendhunter.com/trends/durex-afterglow-campaign.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Easter-Inspired Body Care Ranges](https://www.trendhunter.com/trends/seasonal-easter-lineup.md) - [Storytelling Celtic Bath Products](https://www.trendhunter.com/trends/lush-st-patricks-day.md) - [Color-Changing Shower Gels](https://www.trendhunter.com/trends/color-changing-shower-gel.md)