# Drag Queen Christmas Campaigns Lush Cosmetics' 'DRAGmas' Stars Kim Chi, Detox & Shea Couleé By Laura McQuarrie | Published 2018-11-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dragmas References: [allure](https://www.allure.com/story/lush-holiday-rupaul-drag-queens-campaign) & [lushusa](https://www.lushusa.com/Search-Show?cgid=christmas) For its [holiday campaign](https://www.trendhunter.com/trends/gift-happily-ever-after) this year, [Lush Cosmetics](https://www.trendhunter.com/trends/color-changing-shower-gel) is wishing fans a "Merry DRAGmas" with the help of three drag queens who rose to fame as contestants on RuPaul's Drag Race: Kim Chi, Detox and Shea Couleé. Lush's 2018 Christmas collection spotlights a range of fun bath products that foam, fizz and glitter, including bath bombs, [luxury bath melts](https://www.trendhunter.com/trends/diwali-bath-product), candy cane-shaped bubble bars and the brand's all-new soothing, lavender-scented Sleepy Shower Gel. In the campaign, the drag queens sport outfits that boldly incorporate festive products from the Lush Christmas collection. For a portion of the month, Lush Cosmetics will be featuring each drag queen in its retail shop windows and will also be holding in-store events where fans can meet the queens in New York City, Los Angeles and Chigaco. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 7% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Holiday Drag Queen Campaigns:** Lush Cosmetics' 'DRAGmas' demonstrates the trend of incorporating drag queens in holiday marketing campaigns, creating a unique and inclusive brand experience. - **Interactive Bath Products:** Lush's 2018 Christmas collection showcases a trend of interactive bath products, like bath bombs and bubble bars, that engage customers and make bath time more enjoyable. - **In-store Events with Influencers:** Lush Cosmetics' in-store events featuring drag queens highlight the trend of hosting live experiences with influencers to attract and engage customers. ### Who This Affects Most - **Beauty and Cosmetics:** The beauty and cosmetics industry can leverage the trend of incorporating drag queens in campaigns to enhance brand image and appeal to a diverse consumer base. - **Retail:** Retailers can tap into the trend of interactive bath products to create unique product offerings and enhance the customer experience. - **Event Planning:** The event planning industry can utilize the trend of hosting in-store events with influencers to create memorable experiences for brands and their customers. ## Related on Trend Hunter - [Dragon-Inspired Personal Care Collections](https://www.trendhunter.com/trends/year-of-the-dragoninspired1.md) - [Witchy Personal Care Capsules](https://www.trendhunter.com/trends/wicked.md) - [Enchanting Body Care Sets](https://www.trendhunter.com/trends/lush-holiday.md) - [Collectible Girl Group Soaps](https://www.trendhunter.com/trends/lush-x-katseye.md) - [Easter-Inspired Body Care Ranges](https://www.trendhunter.com/trends/seasonal-easter-lineup.md) - [Diwali-Celebrating Bodycare Collections](https://www.trendhunter.com/trends/lush-2025-diwali.md) - [Halloween-Themed Self-Care Collections](https://www.trendhunter.com/trends/lushs-2025-halloween-collection.md) - [Diwali-Themed Bath Melts](https://www.trendhunter.com/trends/diwali-bath-product.md) - [Celebratory Bath Product Collections](https://www.trendhunter.com/trends/lushs-2025-eid-collection.md)