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Lush is very open and vocal about issues like animal rights. As animal testing remains an ethical issue for many cosmetic companies, Lush aims to bring this issue back to the forefront. Despite regulations like REACH, the issue still stands, where 4.2 Million animals are still subjected to outdated and cruel practices.

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“We believe that all people should enjoy freedom of movement across the world" (Lush, n.d.). This reflects Lush’s broader commitment to ethical practices, including animal treatment. Stressing on animal testing issue that needs to be addressed. Given the number of animals suffering are a lot and the number can grow if actions are not taken in timely manner.

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To raise awareness about the cruelty of animal testing and be more vocal about the issue to ban the practices through a dramatic demonstration of the animals in a laboratory. While we agree that testing materials for safety is a good thing, what we don’t agree with is subjecting millions of animals to cruel and scientifically invalid experiments to do so (Lush, n.d.).

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Highlighting the issue of animal cruelty and showing the horrors of animal testing to encourage consumers to fight against it and hold companies accountable for their practices.

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Animal rights activists, animal lovers, and environmentally conscious individuals, including everyone who would support the cause of banning animal cruelty.

Age: Often aged 18-40, Gen Z and millennials are likely to engage in supporting and promoting ethical practices.

Gender: Mostly females, but with increasing awareness, men are engaging with social issues, including non-binary, gender-fluid individuals, and more.

Income Level: Middle to upper-middle class, as they are more likely to afford premium-priced ethical products.

Education: Well-educated, often holding college degrees or higher, which aligns with their awareness of social issues.

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Focused on urban areas, where people are more vocal about unethical practices, and regions like Europe, where animal testing regulations are a key issue.

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Individuals who support and promote ethical brands. They are conscious of the practices of the company, whether it be animal testing or low wages for employees in developing countries. These individuals believe in active participation to fight for social injustice, always willing to post on social media and sign petitions. They also have strong brand loyalty and only shop at a store after researching its practices. Once they support you, they are likely to become loyal customers.

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They value sustainability and ethical practices in the brands they support. Their lifestyle choices reflect this, as they tend to plant and eat a plant-based diet. They are usually vegetarian or vegan.

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Lush offers a variety of cruelty- free cosmetics, spa treatments, hair care, skin care, fragrances, lifestyle and body care. Lush invent their own product and fragrances. Making it fresh by hand using little to no preservatives, using only vegetarian ingredients.

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Their prices aren’t too premium, their skincare, body care is affordable. However, the candles are on the higher end for $60/each.

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Their campaigns are promoted in the stores, social media and on the website.

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Lush promotes and raises awareness through dramatic demonstrations, for example, public protests and educational campaigns. They are currently not utilizing social media due to the “release of Facebook files (which revealed how much knew about the very real harms being caused by their platforms and yet were doing nothing about it), Lush signed out of Instagram, Facebook, TikTok, and Snapchat until these platforms took action to provide a safer environment for users”- Lush cosmetic.

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Lush’s campaign on Fighting animal testing was showcased by a powerful performance by Jacqueline Traide, in a Regent Street Shop window on a leash, simulating what animal cruelty looks like. This 10-hour long performance aimed to provoke public debate and awareness about animal testing for cosmetic products.  Overall, this campaign was successful and sparked conversation regarding animal cruelty. It had people talking on YouTube with about 3000 comments and 4 million views on the video. These campaigns and support of Lush for social injustice are what makes them a great brand with loyal customers.

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Watch What Happens When LUSH Takes a Stand Against Animal Testing!

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Lush is already working to get through the legislation in the EU but global legislation will make a huge impact. Especially in a third-world country with no legalities and regulations on animal cruelty. Partnering with local animal welfare non-profit organizations in other countries to amplify the message and gather broader support. Significant progress has been made, with the EU, Israel, and India banning the sale of cosmetics tested on animals.  However, other countries like the US and Pakistan still have brands that use animal testing.

Another aspect is after raising awareness of animal cruelty a campaign to boycott the brands who are still involved in the practices should surface. The best way to stop companies from using animals is to refuse to purchase their product and to write and tell them why you won’t be using their eye shadow, detergent, or shampoo (PETA, n.d.).

While Lush has stepped back from social media to raise awareness about the security issues with META. They can still utilize social media for collaboration with other influencers and animal lover accounts to bring up the issue of ongoing animal cruelty around the globe. And exploring other options like Podcasts on YouTube and Spotify can be a great asset in the long run.