LUSH Cosmetics has a long history of producing environmentally conscious products with ethical and cruelty free business practices. This campaign promotes these core brand values in several ways with the overarching concept that LUSH has hired an all-animal run ad agency to promote their products.

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First, to kick off the campaign, the animal ad agency puts out a campaign to recruit human test subjects with the call to action GET TESTED. Supporting this idea, a Human Testing Lab pop-up event will happen in key retail markets allowing consumers to "text out" their products in a fun way. Online the campaign goes further by initiating a cosmetic buy-back program on social media allowing people to receive free LUSH products by posting a photo of themselves discarding any non-natural beauty product.   

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