With only an apron on which was written “Ask me why I am naked,” the employees of Luch cosmetics strolled in Masséna street for nearly two hours. From 12 pm to 2 pm, with their buttocks exposed, the brave distributed dozens of brochures under the amused eyes of the passersby.
The flyers distributed detailed the environmental consequences of cosmetic product packaging. They contribute to 2% of greenhouse gas emissions and use 8% of petroleum resources for the manufacture of plastic packaging. To combat this excess packaging, the brand proposes a range of naked and solid products that require no containers.
The “Naked” campaign of the cosmetics brand is associated with other similar events in several cities, as part of the national environmental day.
“Packaging is dirt, and we have been suffering the consequences of their excessive quantities for too long,” confided the brand’s founder, Mark Constantine, to justify his campaign.
A campaign that, at the very least, managed to entertain the bystanders, even if it did not raise their awareness of the issue.
At 2 pm, the exhibitionist employees of Lush could finally run to put on jeans and a t-shirt.
Now, it remains to be seen if this little fantasy convinced the people of Nice? In any case, it apparently did not convince the local police present since the brand was fined for indecency.
