Getting Political: when a publicity campaign backfires

By Natalie Rodgers, Managing Director.

Lush Cosmetics have learnt a very harsh lesson with their recent highly controversial #SpyCops campaign which saw them adorn their shop windows with an image of a dubious looking police officer next to the strap line ‘Paid to Lie’. The campaign is meant to highlight the activities of undercover police officers since 1968.

Even to the untrained marketing and PR professional, this was a bonkers idea.

Putting to one-side the fact that dodgy police tactics is a million-miles away from bath bombs, at Scala HQ we’ve been trying to figure out why they did it.

One theory is that cosmetic brands are no strangers to making political statements, and that Lush were looking for their own campaign.

As a teenager growing up in the 1980’s I loved spending my pocket money at The Body Shop. (The globular bath pearls that excreted a sweet-smelling oil when melted in a hot bath was a particular favourite). Founder, Anita Roddick (now sadly deceased) in my mind invented what it meant to be a purpose driven-business with an activist-spirit. The company was one of the first to prohibit the use of ingredients tested on animals and promote fair trade with developing countries. When I purchased my bath pearls, in a small way I felt like I was making a political statement too.

The mistake that the marketing team at Lush made was to pick both an extraneous and untopical subject (the police stopped this infiltration tactic in 2008). They strayed too far from what could be regarded as their brand-purpose, that is “We sell vegan, vegetarian and cruelty free cosmetics”.

Quite rightly the campaign has been met with a huge backlash and heavily criticised for inciting public distrust in the police. Lush have released a statement, which can be viewed here, but it appears the damage has been done. Lush’s plight has not been helped by social media which has enabled the backlash to spread like wildfire.

Their Facebook page now boasts a 1* review rating, there have been reports of stores being boycotted and the Advertising Standards Authority have confirmed that officers will be investigating complaints. All businesses will get negative feedback from time-to-time. Do not ignore it, or delete it (Lush apparently did so, resulting in some people having their Facebook accounts suspended within hours of leaving their comment). Take note of the comments, respond accordingly and use this as an opportunity to showcase your commitment to client care.

Should your business look to make a political statement?

Plenty of businesses, especially in the US, make political statements. Mars, Adidas and eBay all issued a “We Are Still In” statement committing to the Paris agreement on climate change despite the US government’s withdrawing from it.

Starbucks boss, Howard Schultz, announced plans to hire 10,000 people worldwide after President Trump’s executive order temporarily banned refugees.

A brand needs to build up authority if it is to appear authentic when talking about a cause.

We’ve worked with law firms and their clients to help them with PR initiatives with a political objective. These include:
Campaign to make drink-drive laws apply to vehicles being driven on private, not just public land.
Campaign to make transport accessible for wheelchair users.
Campaign to change Inquest Laws in relation to Stillbirths

If you need help with your PR, contact me: NatalieRodgers@scala.uk.com.