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Lush's Animal Cruelty

Decent Essays
Lush has been fighting animal testing for many years. The founders of Lush, Mark Constantine and Liz Weir, started opposing animal testing prior to opening Lush, with their original business, Cosmetics To Go. (Lushusa.com, 2002). They’ve continued supporting this cause, and have been successful in the sector of anti-animal testing. Lush has been working with various animal pressure groups, and have been very successful over the years. (Lush Fresh Handmade Cosmetics UK, 2017). In 1993, the founders helped pass the Cosmetics Directive that restricts cosmetic companies from testing their products on animals (Lush Fresh Handmade Cosmetics UK a, 2017; COMMISSION STAFF WORKING DOCUMENT, 2013). Soon after that, they founded Lush in 1995 (Lushusa.com, 2002). With the foundation of Lush, the support of anti-animal cruelty grew bigger. This enabled Lush to go on a campaign to collect signatures for the new…show more content…
In this case, their main belief is in creating products without the use of animal testing. To achieve this Lush uses various tactics. With the age of technology, social media is the most effective way to communicate with the public. Lush utilises Twitter, Instagram, YouTube, Facebook, Snapchat and blogs to spread their values and campaign (Skoerne, 2012). Interestingly, Lush has no budget for advertising, and yet the company has been incredibly successful (Omond, 2012). Their marketing technique consists mostly of social media usage, as it is a free medium, as well as word of mouth. Lush has also made a Twitter account specifically dedicated to the animal cruelty that is occurring. Another tactic Lush has adopted is shock value, which is a tactic used to disgust or shock the viewer leaving them with a strong message. An example of Lush utilizing this technique was seen during the human demonstration at Lush Regent Street. Lush’s campaign within the EU was considered a success. They have helped pass the
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