Cosmetics brand Lush makes a political statement with a new hair product inspired by President Trump.
The label, famous for its bath bombs, is to debut a hair mask that puns Trump’s lexicon and much ridiculed golden mane with its tittle – “Yuge” (the way Queens-born Trump pronounces the word “huge”). Still in the stage of pre-release tasting, the Yuge mask is to take the shape of vivid blue-hued hexagon pieces, perched on wooden sticks. Boasting ingredients like jojoba and olive oils, honey, sea salt and enzymatic pineapple, it is to enhance volume and moisture.
The announcement of the cheeky mask came along with the launch of Lush’s latest social campaign. Known as an ethical and all-inclusive retailer, the label took to its site and shop windows to spread its message that “All are Welcome. Always.”
This is not the first time Lush has spoken out about dividing social and political matters. It has advocated the acceptance of refugees in North America and the legalization of gay marriage among other issues in a time when “it would be easier to stay quiet and stick to selling soap.”
Hailing inclusivity and compassion, Lush is not the sole company to take aim at the current leader of the US. It’s a 10 Haircare, for instance, aired a 30-second commercial during February 5 Super Bowl that called for social tolerance by delivering a jab on Trump’s hair. “We’re in for at least four years of awful hair,” the video opened. “So it’s up to you to do your part by making up for it with great hair.”
In the last several months, in the current high-charged political environment, beauty labels have seemingly turned bolder and louder in propelling their values into the social discourse and throwing their weight behind causes of both national and international prominence.