As you would probably expect from a company that sells soap, Lush’s Valentine’s Day advertising is as lovey-dovey as it gets.
But slightly out of character for the mainstream media, the couples the firm pictured in its adverts were same-sex (and extremely adorable).
Our Valentine's Day goodies are even better when you've got someone to share them with. Online and in shops now: https://t.co/e7OJujFK3I pic.twitter.com/sPryxZ3icE
— Lush North America (@lushcosmetics) January 19, 2017
Lush even jumped on the Women’s March bandwagon.
To everyone marching today, time for some well-deserved bubbles! #bettertogether #womensmarch #loveislove pic.twitter.com/LDWuSX9EkU
— Lush North America (@lushcosmetics) January 22, 2017
And people are loving the company’s message of love and acceptance, whatever your gender or sexual persuasion.
@lushcosmetics I love your company so much ?? always and especially now
— coffee cat (@wundernerdcos) January 22, 2017
@lushcosmetics loving that you use a non heteronormative couple here. Take my money forever ??????????
— Gabrielle Leimon (@GabrielleLeimon) January 19, 2017
@lushcosmetics this makes me so happy, i love your advertising
— lucy | 23 (@heartacheway) January 21, 2017
It really impressed some people that such a big company was shaking up its advertising and promoting the hashtag #loveislove.
@lushcosmetics I'M SO PROUD OF LUSH
— Allison Dimacali (@Allydimacxli) January 22, 2017
@lushcosmetics omg I went to your website and that's TWO WOMEN TOGETHER IN A TUB ON YOUR HOMEPAGE, RIGHT? This is giving me life ^_____^
— JoJoTheModern (@JoJoTheModern) January 21, 2017
However, not everyone was pleased by Lush’s message of inclusivity. Gay and lesbian couples are rarely seen in advertising, and not everyone appreciated it. Luckily, Lush had the best possible response to any negative backlash.
Last week, we posted a photo that created quite the stir! Let us set the record straight. Big tubs – they do exist! #bathgoals #loveislove pic.twitter.com/r9ieybNJD2
— Lush North America (@lushcosmetics) January 23, 2017
Phew – we’re glad that’s sorted out.