Lush unit pushes for sexual minorities

Kyodo

The Japan unit of cosmetics company Lush Retail Ltd. has joined the firm’s global campaign to support sexual minorities in the wake of Russia’s controversial law against “homosexual propaganda,” a company official said.

Lush, headquartered in Britain, is staging a campaign in around 40 nations in support of sexual minorities after Russia’s move last year to ban “propaganda of nontraditional sexual relations” among minors.

Customers are encouraged to paint pink triangles on their faces and arms as a symbol of support and to post photos of them on social network services with the hash-tag #signoflove.

Campaigners also plan to deliver the photos to Russian embassies in countries participating in the campaign on Valentine’s Day, Feb. 14, with the message that “we respect everyone’s right to love because we believe that access to love is one of the fundamental human rights.”

“As our own effort in Japan, we convened all of our 150 store managers from across the country recently so they could directly hear the voices of sexual minorities,” said Maho Takahashi, charity and campaign manager at the Lush Japan unit.