# Trans-Supporting In-Store Campaigns LUSH is Expanding its #TransRightAreHumanRights Campaign By Ell Smith | Published 2018-02-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/transrightsarehumanrights References: [psfk](https://www.psfk.com/2018/02/lush-fights-trans-rights-large-scale-campaign.html) & [lushusa](https://www.lushusa.com/transrights.html) [LUSH](https://www.trendhunter.com/trends/giving-tuesday-campaign) 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](https://www.trendhunter.com/trends/lindt-and-nspcc) and the [Canadian Centre for Gender and Sexual Diversity](https://www.trendhunter.com/trends/shampoo-bar1). Image Credit: PSFK, LUSH via Instagram @lushcosmetics ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 15% | Activity: 15% | 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) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Activist-focused Campaigns:** Brands can engage in larger-scale campaigns that advocate for social causes and promote activism. - **Inclusive Retail Experiences:** Retailers can create inclusive spaces that offer educational resources and support for marginalized communities. - **Charitable Branding:** Brands can align their mission with charitable causes and actively raise funds to support these causes. ### Where This Applies - **Cosmetics:** Cosmetics brands can embrace activist-focused campaigns to promote inclusivity and support marginalized communities. - **Retail:** The retail industry can adapt by offering inclusive experiences within their stores that educate and empower customers. - **Non-profit:** Non-profit organizations advocating for gender and LGBTQ+ rights can collaborate with brands to increase awareness and fundraising efforts. ## Related on Trend Hunter - [Giving Tuesday Campaigns](https://www.trendhunter.com/trends/giving-tuesday-campaign.md) - [Natural Tresspassing Campaigns](https://www.trendhunter.com/trends/nature-is-for-everyone.md) - [Brand-Supported Advocacy Campaigns](https://www.trendhunter.com/trends/grassy-narrows.md) - [Sensory Accessibility Programs](https://www.trendhunter.com/trends/lush-cosmetics-partners.md) - [Limited-Edition Bath Bomb Fundraisers](https://www.trendhunter.com/trends/limitededition-bath-bomb.md) - [Tech Rebellion Campaigns](https://www.trendhunter.com/trends/big-tech-rebellion.md) - [Pride-Celebrating Skincare Campaigns](https://www.trendhunter.com/trends/2025-pride-campaign.md) - [Immersive Queer-Led Community Initiatives](https://www.trendhunter.com/trends/united-by-vanity.md) - [Philanthropic Cosmetic Brand Initiatives](https://www.trendhunter.com/trends/kiehls-open-doors.md)