In honor of World Pride, 'Lush' will be releasing a limited-edition bar of soap to support LGBT rights and empower community activists. In order to launch the project, Lush is working in conjunction with an LGBT rights organization called 'All Out.'
As of June 25th, Lush is asking all of its customers to support LGBT rights and marriage by purchasing a special bar of soap called 'Love Soap.' Customers are also asked to tag their purchase '#GayIsOk' as a way of publicly acknowledging their support on social media. All of the proceeds from the sale of the Love Soap bars will go towards various LGBT equality groups. The company explains that it hopes the project will raise about $385,000 and ultimately “help to set in motion a movement on social media to tell the world why #GayIsOk.”
Key Themes Behind This Trend
- LGBT Activism Products
- Creating more products that support LGBT activism can be a disruptive innovation opportunity for companies looking to tap into socially conscious markets.
- Social Media Campaigns for a Cause
- Initiating social media campaigns for a cause can provide disruptive innovation opportunities for companies to directly engage with consumers and make a difference.
- Empowering Community Activists
- Supporting and empowering community activists can be a disruptive innovation opportunity for companies to establish themselves as socially responsible organizations and build positive brand image.
Where This Applies
- Soap Manufacturing
- Soap manufacturers can incorporate social activism into their products by partnering with organizations that support relevant causes and by initiating social media campaigns.
- Cosmetics and Personal Care Industry
- The cosmetics and personal care industry can expand its customer base and foster consumer loyalty by offering products that support relevant social causes.
- Non-profit Organizations
- Non-profit organizations can collaborate with companies and brands to promote their cause, raise funds, and increase social media engagement.
