Wanting to create a conversation around Valentine’s Day, Lush hatched a ‘Better Together’ campaign featuring real same-sex couples—and Lush employees—throughout their boutiques nationwide, but taking a stand for LGBT rights wasn’t part of the original concept.
“We captured all forms of love in the photo series – same sex couples, toddler siblings playing in the bathtub together—but when it came down to deciding which of these images to put in our storefronts, that’s where the decision was made. We decided to take a stand as an organization,” she says.
The photo of the woman in the bathtub with her wife is featured in each Lush storefront across North America.
“We wanted the world to know that we are an organization that believes in human rights, equality and inclusiveness,” says Holls.
Lush is no stranger to taking controversial political statements with their ads. Their Freedom to Marry campaign in the summer of 2011 advocated for marriage equality for the LGBT community via beauty products like the Freedom Foamer Bubble Bar and placed postcard stations in every Lush North America store that shoppers could fill out and mail to their congressman.
Lush’s positive stance on LGBT rights appeared again in 2015 with their international Gay is Okay campaign, which called attention to the 76 countries across the world where same-sex love is considered a crime.
“I’ve been with Lush for the past 15 years, and we’ve been active in LGBT advocacy since I’ve been here,” says Halls. “As a company, we believe in love. Period.”