Lush Cosmetics(Canada)
Charity Pot is a CSR initiative program whereby 100% of the purchase price (excluding taxes) of Charity Pot hand and body lotion is donated to grassroots organizations that work toward issues of animal rights, human rights and environmental conservation.
1. Communications Plan
Objective:
Lush Cosmetics’ Charity Pot initiative serves to support grassroots organizations dedicated to animal welfare, human rights and environmental conservation. By doing so the communications strategy will help raise awareness, boost sales of the Charity Pot product and highlight the real impact of Lush’s charitable efforts.
Key Messages:
- “Support Change One Pot at a Time.”
- “Empowering communities through ethical giving and sustainable products.”
- “Every purchase helps fund change in animal, human and environmental rights.”
- “From lotion to action: Make your purchase matter.”
Target Audience:
• Primary Audience:
Millennials and Gen Z aged 18-45 environmentally conscious consumers that will purchase Lush products because they align to Lush values which include sustainability and cruelty free products.
• Secondary Audience:
Lush’s base of existing customers, grassroots organizations, advocacy groups and the environmentally focused influencers.
• Tertiary Audience:
Media outlets covering environmental, human rights and community impact stories as well as potential new customers interested in ethical beauty products.
Channels and Tactics:
1. Social Media Campaigns:
- Create intriguing content for Instagram, Facebook, TikTok and Twitter using visuals and stories of impact.
- Utilize specific hashtags like #CharityPotImpact and #LushGivesBack.
- Partner with influencers and micro influencer to expand reach.
2. In-Store Promotions:
- Shows various projects on interactive displays that include stories of charities supported by Charity Pot funds.
- Staff training to communicate the initiative’s message to customers should be implemented.
- Provide in store incentives like a future discount for people buying Charity Pot.
3. Email Marketing:
- Send targeted emails to subscribers with impact stories and behind the scenes looks about partner organizations.
- Use a call to action to buy the Charity Pot or share the initiative on social media.
4. Community Engagement:
- Organize local events with grassroots groups such as workshops and charity fairs.
- Get involved with community groups and allow them to share the initiative through their channels.
5. Media Outreach:
- Distribute the press release to local and national media outlets.
- Interview representatives from Lush and the beneficiaries of Charity Pot funds.
Evaluation Methods:
- Sales Metrics: Track the Charity Pot product sales before, during and after the campaign to measure the financial success.
- Social Media Engagement: It monitors likes, shares, comments and use of the campaign hashtags. Engagement should be studied through social media analytics tools to find out what content was successful.
- Customer Feedback: Collect surveys and testimonials from Lush’s website, social media channels and in-store. Use customer feedback to refine future CSR communications.
- Impact Measurement: Show real world stories of change from organizations supported via Charity Pot donations. Share measurable impacts, such as the number of projects funded, or communities assisted.
2. Press Release
FOR IMMEDIATE RELEASE
Lush Cosmetics Expands Its Impact with the Charity Pot Initiative Customers Can Support Animal Welfare, Human Rights, and Environmental Conservation with Every Purchase
March 5, 2025 — Vancouver, BC — Lush Cosmetics, a leader in ethical beauty is taking Charity Pot, a program that donates 100 per cent of the purchase price (less taxes) of its Charity Pot lotion to grassroots organizations working on issues ranging from animal welfare to human rights to environmental conservation to the next level.
The Charity Pot has since 2007 raised over $58 million globally to support over 400 small grassroots organizations that struggle to find traditional funding. The openness of Lush’s ethical giving as well as the stories of change that their funds have driven, demonstrates their commitment to ethical giving.
“At Lush we believe in the power of our customers to drive positive change,” said Sophie McCartney, Lush Canada’s CSR Manager. “Every Charity Pot purchased is not just a transaction but a contribution to a better world. We are proud to support communities that need it most.”
The Charity Pot is not just a charitable product. The Lush Cosmetics platform enables you to amplify voices and causes that are within line with Lush’s values of sustainability, environmental protection and social justice. The label of each pot displays one of the supported organisations which makes customers feel that they are physically connected to the effect of their purchase.
Lush’s commitment extends beyond donations. The ingredients used in the Charity Pot lotion itself are ethically sourced in order to align with the brand’s overall goals of environmental sustainability and cruelty free manufacturing.
About Lush Cosmetics:
Lush Cosmetics is a global leader in fresh handmade beauty products celebrated for its commitment to ethical practices and environmental sustainability. In 1995 Lush was founded and since then has become an iconic brand known for its cruelty free and vegetarian and predominantly vegan product lines. The company seeks to minimise its environmental footprint by using the minimum amount of packaging, recycled materials and ethically sourced ingredients. Right down to its ethical stance on animal testing and fair trade practices in the rest of the world Lush is a company that is transparent in every sense of the word. The company’s core philosophy is about social responsibility and the Charity Pot is an embodiment of its mission to do good.
How to Support:
Supporting Lush’s initiatives is easy and they have an impact. All the purchase price (minus taxes) goes to charity. The Charity Pot lotion is bought by consumers and 100% of the purchase price funds grassroots organizations working on animal welfare, human rights and environmental conservation. Every purchase is available both online at Lush.ca and at Lush retail locations across Canada. It supports projects that bring about real world change. The Charity Pot allows customers to nourish their skin and champion a cause that matters. We can all support a fairer, greener and more compassionate world, one pot at a time.
Media Contact:
Oghenetega Esegba
esegbao18@mytru.ca
3. Blog Post
Giving Back, One Lotion at a Time: How Lush’s Charity Pot Is Changing Lives
Have you ever wondered how your everyday purchases can make a real difference? Every sale of the Charity Pot hand and body lotion at Lush Cosmetics does just that. The Charity Pot is more than a skincare product; 100% of the purchase price (except taxes) goes directly to grassroots organizations that are making a difference in our world. The Charity Pot supports animal welfare, human rights and environmental conservation projects to show that small actions can yield big impact.
What Is the Charity Pot?
The Charity Pot was launched in 2007 as part of Lush’s commitment to ethical consumerism and social responsibility. Since then the initiative has raised more than $58 million globally reaching more than 400 grassroots organizations. Unlike larger nonprofits they are small and typically underrepresented in the world of philanthropy, working on critical issues from climate action and indigenous rights to wildlife protection. Each of the Charity Pot lotions is marked with the name of one of those organizations and their story openly linking customers with the cause they are supporting.
Lush has furthered this mission by making the product itself ethically sourced with the ingredients being fair-trade cocoa butter and almond oil. Through effective skincare and impactful giving Lush has made supporting change with every purchase easy for customers.
Real Impact, Real Stories
The power of the Charity Pot is in the stories of the beneficiaries. Funds from British Columbia Charity Pot have been used by the Wilderness Committee to protect endangered ecosystems from industrial development. Lush’s support has helped Lush to continue its efforts to protect old growth forests and save wildlife habitats.
Vancouver-based Rainbow Refugee has also been given aid to provide safe havens and advocacy for LGBTQ+ asylum seekers fleeing their home countries. The work they do has allowed dozens of people to rebuild their lives in Canada. This shows how far the Charity Pot’s influence extends beyond environmental issues.
Lush also supports indigenous led initiatives like RAVEN Trust. This is a legal fund that uses Charity Pot donations to challenge environmentally destructive projects. Lush is supporting grassroots activism by backing these efforts and showing that grassroots activism is strong.
“These are not just donations. They are investments in meaningful lasting change,” says Sophie McCartney, Lush Canada’s CSR Manager. “We believe that small grassroots organizations can achieve incredible things with the right support.”
The Ethical Beauty of Giving
Choosing the Charity Pot is about more than just giving back. It is also a statement of the kind of world that you want to live in. The lotion’s ingredients which include moringa oil and shea butter come from community driven projects which practice fair wages and sustainability. The packaging itself is also part of Lush’s broader push towards waste reduction and circular economy with the packaging made of 100% recycled plastic.
In addition Lush’s mission of being cruelty free and combating animal testing is another way in which the brand shows that they do business differently. Choosing Charity Pot means you are feeding your skin and the world.
How You Can Help
The money from a sale of Charity Pot goes towards a global movement for positive change. The lotion itself is made with ethically sourced ingredients. It recognises Lush’s values of sustainability and cruelty free practice. You are nourishing your skin and nurturing communities and ecosystems in need.
Join the Movement
Buy a Charity Pot from your nearest Lush store or from Lush.ca. Spread the word if you want to share your support on social media using #CharityPotImpact. The world gets better with every purchase every post and every share. The Charity Pot proves that small actions can lead to significant change. Together we can create a ripple effect of kindness one lotion at a time.