The Naked Truth

By Ashley Begley

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LUSH, the go-to bath and beauty shop for all cosmetics fresh and handmade, recently released its Australian ad campaign, titled Go Naked! The campaign features images of women ‘baring it all’ to bring attention to the fact that you can buy over 100 LUSH products that are free of packaging—naked! It’s better for the environment, and the products are just oh-so pretty, even without the fuss of fancy packaging.

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LUSH intentionally created its ads to deviate from the norm of featuring airbrushed and photoshopped images of models cast from an agency. Instead, the campaign promotes body positivity and showcases the company’s own staffers to emphasize “real, beautiful, un-photoshopped, unaltered women.” Win-win, right?

Well, you’d hope so. But not everyone sees it like that. Some people think the ads unnecessarily uses female nudity to cause a stir and, by default, to sell products.

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In a statement to Buzzfeed News, LUSH makes clear that the images are in no way meant to be seductive or sensual. On the contrary, they are meant to respect women’s bodies and their choices.

“The image is completely untouched, as we feel that we should not be ashamed of our bodies in their natural state, and that every single one of us is beautiful in our diversity, regardless of colour, shape, size, or life choices.” —LUSH company statement

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Courtney Fry, pictured above center, says that, as a teenager, she was no stranger to body-image issues. But her participation in this campaign is a “huge step,” helping her see just how awesome she really is—clothes or no clothes.

“I’ve become much more accepting of my figure for all its fantastic features and flaws, and I think that’s a truly liberating thing.” —Courtney Fry, LUSH employee

What say you? Do you think LUSH’s Go Naked! campaign is too inappropriate to be featured in shopping malls? Or is it better for young women and young men to see these untouched images of women? Sound off in the comments!

Photos courtesy of LUSH and Buzzfeed News.


7 Comments Add yours

  1. Marissa Spear says:

    Hey Ashley! I love your article and think it is an important display of empowering women of all shapes and sizes. Have you thought about the fact that only white women are represented in these ads and thus do not accurately portray the racial makeup of our society?


    1. ash says:

      Hi Ms. Spear! Thank you for your comment! I was aware of the representations, and thank you so much for bringing this very important and relevant discussion to the forefront. It needs to be talked about. I hope you enjoy reading the rest of our articles! ~Ashley


  2. I quite like this type of advert. Refreshing actually. The whole sexy advertising thing is really getting boring and predictable.


    1. ash says:

      I couldn’t agree more! It’s time for the advertising world to be shaken up a bit, in my opinion.

      Liked by 1 person

  3. Great post! What I loved about this campaign was the honesty, and the way that – even though they were naked – the models weren’t sexualised at all, if that makes sense. Some companies like American Apparel (in my opinion) seem a lot more provocative, even with the inclusion of garments, and they’re for a much less positive cause! Sorry if this was a bit of a ramble:)


    1. ash says:

      Thank you so much, prideunprejudiced! Yes, this is also one of the things that I loved about the campaign. It wasn’t about provocation, it was purely about celebrating women’s bodies. Bonus points for saving the Earth 🙂

      Liked by 1 person

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