Lush launches campaign to abolish U.S. death penalty

By

Cassidy Mantor

Published
May 16, 2017

Lush Fresh Handmade Cosmetics is taking its charitable partnerships one step farther with a new campaign that will benefit the group Death Penalty Focus which aims to abolish the death penalty.

"We believe this archaic practice of punishment is failing us in 4 key ways," the brand stated. "It doesn't create safer communities, doesn't address the root causes of crime, is not applied fairly across the country, and exonerees are living proof that the system is flawed."

The campaign will run both in Lush's 200 stores nationwide and online. It will include events and calls to action for consumers to learn more about the capital punishment system in our country and to mobilize against it.

Carleen Pickard, Ethical Campaigns Specialist at Lush Cosmetics said, "The more people learn about the death penalty, the less they like it, and we're excited to bring this important issue to our customers."

The events will include speakers who were charged with the death penalty and have been exonerated; activists; and additional grass roots partner organizations joining in the fight against the death penalty.

In the push to deliver authentic brand storytelling to consumers, focusing on the death penalty is a bold move for Lush. It appears to be taking a page from the playbooks of Nordstrom and Tiffany & Co. whose bold political statements have served them well with their consumer bases.

Lush originally partnered last year with Death Penalty Focus when the organization was a recipient of Lush's Charity Pot grant.

Death Penalty Focus President Mike Farrell said, "Not only is Lush's business model based on ethical, environmental, and socially conscious principles, but it brings awareness of the death penalty and its flaws to a different segment of the population."

Lush is releasing a limited edition bath bomb called "31 States" after the 31 states where the death penalty has not been abolished. 100% of proceeds will go to the cause with a goal of raising $150,000.

The campaign runs from May 15-25. It will hold events in key cities where abolishing the death penalty is an active discussion including Chicago, Atlanta, St. Louis and Phoenix.