So everyone that's a reader of my blog knows I love how companies use naked people in their marketing mix. You can find some of my favourite examples of people naked trying to sell something with hot guys and girls in their underwear, girls in their panties with a samsung TV and more people in their underwear (no one is watching, its OK).
And on to the latest - this one from Lush cosmetics - who pride themselves on natural beauty products that are sold in thier stores across the US (and I think around the world). The company recently asked for employee volunteers to hit the streets in the buff, asking shoppers to "go naked" by puchasing products free of packaging. The naked employees wear nothing but aprons reading "Ask Me Why I'm Naked" and hand out informational cards (I'm assuming on recycled paper) letting people know to buy products free of packaging.
The effort is spot-on with the company's own brand DNA with regard to its environmental stance - the company has eliminated most of the packaging for products they sell by selling solid "naked" products that don't need plastic bottles. The company removes the water from products like shampoo bars, massage bars, body butters and soaps and sells them "deli-style" without any packaging. According to the company's news release just last year approximatley 3 million plastic water bottles weren't manufacturered, transported and disposed because of sales of Lush's solid shampoo bars.
From a visual point of view, I guess it depends on who is naked in front of the Lush store. From an impact point of view, the campaign is spot-on, communicating an important issue in today's environmental discussions in a fun way that connects to the overall brand personality of Lush. They are seen as a company who is doing something good in the world while still making a profit - which seems a bit hard these days. Only missing link for me was the company not talking about their naked efforts on their facebook page but all in all a great campaign. And for more naked video action, watch below.
I can't wait for the next naked marketing campaign that pops up somewhere in the world.