Lush Cosmetics' LGBTQ-Inclusive Valentine's Day Campaign Is So Damn Cute
Take notes, other brands: Lush Cosmetics just unveiled a new, LGBTQ-inclusive campaign that doesn't feel cheap, pandering, or offensive.
These are the issues that brands run into when they try to incorporate queer people in their advertising campaigns. Oftentimes, a brand will just include one LGBTQ person, which feels tokenizing or like it's trying to win inclusivity points without doing the work. Other times, a campaign will heavily dramatize queer people, further "othering" them. Both routes do more harm for the LGBTQ community than good.
But Lush Cosmetics' 2017 Valentine's Day campaign does neither of those things. And it's so refreshing. The campaign, titled #BetterTogether, depicts two same-sex couples simply relaxing in warm, bubbly baths. They're grinning, cuddling, and making makeshift bubble beards. It's so cute — and feels so normal.
Because it is! Queer couples take baths together just like straight couples. We like bubbles! And bath salts! And sometimes we kiss our partners in said bubble baths! Lush gets this, which is why it simply features same-sex couples in this campaign — as opposed to sensationalizing them. And Lush didn't make a big deal out of this, either. There was no splashy press release saying, "Look at all of these LGBTQ couples in our new campaign! Aren't we woke?" The brand simply chose to present queer couples as normal people who take baths — which is what we are. Take a peek at some of the pictures from #BetterTogether, below.
Lush even tweeted the photo of the two women to show its support for the Women's March. It's so amazing to see a huge cosmetics brand like Lush not be afraid to speak up about issues it believes in.
But the best part about all of this is how Lush introduced the campaign. In a hilarious Facebook post, the brand basically says the most shocking thing about #BetterTogether is that it features very large — wait for it — bath tubs. A very tongue-in-cheek way to downplay the queer representation. (Also, it's true! Where the hell can I get a bath tub that big?)
Bravo, Lush! Here's to more truly inclusive campaigns from our favorite brands in 2017.
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Photo Credit: Facebook/ Lush Cosmetics