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Wearing nothing but aprons reading “ASK ME WHY I’M NAKED,” employees of LUSH Cosmetics led a cheeky protest urging shoppers to go ‘naked’ by purchasing products free of packaging. The brave shop workers educated passers-by on the devastating environmental impact of packaged goods sold in cosmetic shops, supermarkets, and other retailers.

The protest took place on Wednesday, August 27th, at noon. The event was held at 27 LUSH stores throughout the U.S.

According to LUSH, the company seeks to eliminate all unnecessary packaging in its goods by selling solid ‘naked’ products that do not require plastic bottles. LUSH’s numerous beauty products are sold with all water removed, to form bars that are sold “deli style,” without any packaging. According to LUSH, the unique products saved approximately 3 million plastic bottles last year.

“Packaging is rubbish and for too long we have had to suffer excessive amounts of it,” says LUSH Founder Mark Constantine. “Now that the true financial and environmental costs are becoming obvious, customers are challenging manufacturers and retails to cut the wrap. Companies like ours need to think outside the box and present customers with innovations that allow them buy truly naked products.”

LUSH’s naked campaign was part of a coordinated national effort with similar events happening in 36 cities across the U.S.

In addition to the protest on Wednesday, LUSH has switched all plastic bottles in the store to 100 percent post-consumer waste bottles. Furthermore, all of Lush’s paper bags, cardboard boxes and reusable tins are said to be made from recycled materials.

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