Lush Cosmetics Told To Remove ‘Pornographic’ Campaign

Lush Cosmetics Told To Remove ‘Pornographic’ Campaign

The Advertising Standards Bureau (ASB) has ruled in favour of concerned parents over a Lush cosmetics campaign featuring four nude women.

The body-positive advert, features four naked women of varying shapes and sizes standing with their backs to the camera, with the text “we prefer to go naked, like over 100 of our products”.

Several shoppers complained to the ASB:

“It is pornographic in nature and breaches community and parental standards of what should be involuntarily viewed in public by children and adults.”

“It shows naked women touching other naked women and it is shown in a public place.”

“When I contacted LUSH they said that the women in the photo consented so it was ok- I’m sorry but I never consented for myself or my children to be exposed to nudity on our weekly shopping trip!”


Lush said the campaign was designed to promote the 100 products which are ‘naked’ or unpackaged. Lush said: “The image in the window is a body positive reference to this fact, and is not in any way intended to cause any offence or upset.

“The women in the images are members of the Lush team, who felt strongly about this issue and volunteered to be part of our campaign … The photos are shot not to titillate, but with the utmost respect for these wonderful human beings and their commitment to this cause.”

The Board considered that although the models were naked, the image was not sexually suggestive and the placement of a model’s hand on the bottom of another model was considered as an indication of affection, not a sexualised pose.

The board said that “the advertisement was in the store window and in the aisles of the shopping centre which means it can be viewed by a broad audience including children. The Board considered that the level of nakedness in the current advertisement exceeded that shown in both cases mentioned above.

“The full body images and the fact that there are four women rather than an individual meant that the overall impact was increased and was confronting.”

The ABS ruled the campaign should be removed in its current form.


Please login with linkedin to comment

Joanna O'Connell sprite

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]