Shocking stunt to promote anti-animal testing policy by Lush
By Sharmee Mavadia on Wednesday, April 25, 2012
Lush created a shocking and hard hitting PR stunt to promote their anti-animal testing policy by subjecting a woman to ‘animal tests’ in their Regent St window. Humane Society International and Lush Cosmetics have joined forces to launch the largest-ever global campaign to end animal testing for cosmetics using: Jacqueline Traide.
Jacqueline volunteered for her starring role in the shocking performance to underline a campaign aimed at drawing attention to the pain and cruelty inflicted on animals during laboratory tests on cosmetics. Dressed in nothing but a flesh-coloured body stocking, she was put on display in the shop window of Lush store branch in Regent Street, London, to re-enact widely used tests such as:
- Being force-fed and given injections at the store
- Manhandling by performance artist Oliver Cronk dressed as a lab technician
- Irritant sprayed into her eyes
- Restrain for ten hours
- Shaving a large strip from her hairline using electronic clippers
