Recent political standpoint in the United Kingdom has cast out transgender women, declaring that a woman is defined by biological sex under equalities law. This has been a part of a long-running debate resulting in a decision that terms of ‘woman’ and ‘sex’ in the Equality Act 2010 refers to biological women and biological sex only.
This outlaws transgender people to be treated as the sex they were assigned at birth, not as they are currently. This was a huge step back, following the US government under Trump. This now means that if someone identifies as trans, they do not change sex for purposes of this Act, even with a Gender Recognition Certificate (GRC).
This now means that trans women (Assigned male at birth) will not be allowed to use women’s toilets and trans men (Assigned female at birth) are not allowed to use men’s toilets, making them no longer single-sex spaces as it is now open to users of the opposite sex. In some circumstances, it also means trans women cannot use the men’s toilets, and trans men cannot use the women’s toilets.
Lush have launched a campaign across the UK, Ireland and the Netherlands aiming to counter the negative representation of trans people. They have partnered with trans-led groups TransActual, and My Genderation to create a series of displays, in-store signage, and products that appear in over 100 Lush stores in the UK. They have also revealed a Gender-Affirming Care Policy to support any employees that identify as trans, non-binary and gender diverse.
This campaign slightly varies for Ireland and the Netherlands. For Irish stores, these displays are up with a focus on improving the healthcare outcomes for trans people. The Netherlands has stores drawing attention to the ongoing bill to ban conversion therapy.
“Our staff really want this. Our leadership are 100% behind it. And it was never a question of reputational risk. We need to do this. Look at all of the negativity out there and how damaging it is to people we care about. We need to respond to this. It’s an imperative. We can’t not.”
Andrew Butler- Lush Campaigns Manager
This campaign came two days after the UK Supreme Court ruling, with absolutely no hesitation from the company. Even this quote tells so much about the brands disregard for its own reputation to stand up for what is right.
Lush are currently facing criticism after distributing a 24-page leaflet as part of this campaign in children’s party bags at one of its UK stores. This leaflet, created with TransActual, says that trans people have been targeted by a “calculated media assault” designed to “distract from global crises”. Explaining that the media is “encouraging violence” against trans people, causing a “tidal wave of hate”.
Lush has printed 20,000 leaflets and distributed them to its 101 stores across the UK.
Alongside the leaflet, it sells a “Liberation” bath bomb in the colour of the trans flag, for which 75% of proceeds go to TransActual and My Genderation.
Lush have doubled-down on the hate and explained that the campaign is completely necessary because trans people have come under increasing attacks due to certain political and cultural spheres. While they have admitted that the booklet was designed to be displayed around stores, free for people to take if they choose.
One mother who attended the party described the leaflet as “fully propaganda in tone” and questioned its appropriateness for young children.
She followed up saying: “I feel fairly ‘live and let live’ about what people over 18 want to do but to put this in bags going home with seven-year-old girls seems really shocking to me. Pretty sure nobody is handing these out to little boys at football parties.”
The company responded to this issue stating: “It should not have been put directly into bags without being asked for and we have issued guidance to our staff to ensure that does not happen again.”
Lush activism often attracts controversy, this isn’t the first time they have stood up for trans people, and I expect it wont be the last.
This is such a moving campaign, as expected by Lush. More companies must take on this ethical and political responsibility. Even with the controversy attached, this campaign is raw and unapologetic. With the political nature its expected to rattle some people whose views do not align.
Influence, Inc. 