Employees at Lush Fresh Handmade Cosmetics retail stores went to work on Aug. 27 nearly au naturale wearing nothing but aprons reading “Ask my why I’m naked.” The one-day stunt executed at 27 stores in 23 cities across the country was designed to get consumers thinking about the impact packaged goods have on the environment. The brand creates solid alternatives to traditionally liquid-based shampoos soaps and conditioners eliminating plastic bottles and other unnecessary packaging from going into landfills.
“We wanted to come up with a stunt that’s going to raise awareness about an issue that’s important to the brand in a way that’s going to raise some eyebrows ” Jennifer Graybeal a media relations rep told Buzz. “Wearing no clothes at all was a fun cheeky way to bring attention to a serious situation.”
The stunt was scheduled to start at noon and last 30 minutes but in some cities it only lasted five. Employees who were asked to put their clothes on by police still worked the sidewalks by handing out pamphlets.