In August, ethics-focussed handmade cosmetics company LUSH Australia, launched an ad campaign highlighting both their packaging-free products and a push for positive body image.
The campaign, titled ‘Go Naked’, featured four Australian employees of LUSH completely naked with their backs facing the camera.
What differentiates this campaign from the hordes of others using nudity, is its lack of both professional models and overt use of Photoshop.
The women pictured are diverse in body shape and size, and without the usual airs and graces we see in glossy advertising, are proudly flaunting what many would consider psychical flaws.
It’s what we’ve been wanting for so long, right? Well…
A decision was recently made to remove the advert from a Queensland shopping centre a week before scheduled, after a complaint was made to the Advertising Standards Bureau that claimed the image was “pornographic in nature” and a breach of community and parental standards.
“I am offended as this is nudity for the sake of causing a stir and is offensive and unnecessary,” the complaint read.
“I was unable to shield my children from exposure to this advert as it was on a poster in the centre aisle of the shopping centre.”
And while the ASB said the majority of people would not take offence – and that they had in fact received thousands of messages of support from the general public and were told by many customers that the use of untouched images made them feel “confident and validated” – they still upheld the complaint, and two others like it.
LUSH told Buzzfeed Australia that the campaign’s aim was to highlight excessive packaging used for beauty products, as well as promote body positivity.
“The image in the window is a body positive reference to this fact, and is not in any way intended to cause any offense or upset,” they said.
“The women in the images are members of the LUSH team, who felt strongly about this issue and volunteered to be part of our campaign to highlight this important issue.”
“The photos are shot not to titillate, but with the utmost respect for these wonderful human beings and their commitment to this cause.”