Lush cosmetics stores in Australia and New Zealand make a selling point of being handmade and with green credentials such as natural products and minimal packaging. The company decided to emphasise these features in a Go Naked advertising
campaign. Featuring completely natural photos of four women's naked behinds, the images represent the company's use of as little packaging as possible. The ads features women of varying body shapes and sizes, including some of Lush's staff members. The
aim was to showcase real, beautiful, un-Photoshopped, unaltered women . But the in-store posters have been reported as somehow pornographic . A few people have whinged to the Advertising Standards Bureau (ASB) in Australia because
they claim the campaign is sexualised. The ASB has reported complaints claiming that the image is: Pornographic in nature and shows naked woman touching other naked women and it is shown in a public place.
People have also expressed concern about children viewing the sexualised snaps, as they appear in public shopping centres. Thankfully the ASB has ruled that the images were not pornographic or of a sexual nature. However,
the advert censors added: 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 poster has since
been removed from stores. However, the nude images are still being used on Lush's website and social media sites. |