The seas and oceans that cover our planet are increasingly invaded by plastic waste. Among them, sachets, bags, bottles or flasks. The plastic harms the marine fauna, some animals swallow them, choke on them.

On the occasion of International Ocean Day, British cosmetics brand Lush is launching a new campaign to raise awareness of the impact of single-use plastics in maritime waters.

On Friday, June 1st, 2018, the brand opened its first "Naked" store in Milan, Italy. The concept? All products on sale are without packaging. The goal is also to bring together customers around events, film screenings, to raise awareness of this action and the problem of plastic that are thrown into the water.

The sea turtle, the first victim of plastic packaging

In this new campaign, Lush puts a point of honor on the well-being of the turtles, who consume very regularly plastic: "They eat the plastic bags, they take for jellyfish, as well as other small pieces of plastic that mingle with underwater plants ".

For the occasion, the brand has expanded the range of its bath bombs with the arrival of the "Jelly Bomb Turtle", with aromas of sandalwood, pine, and full of cypress oils and algae with agar-agar.

The universe of the campaign "The current reverses" Lush is now visible on the website and social networks, and will be in store from 18 June.

Since its creation, Lush has been creating new and original cosmetics in various forms. With its famous solid soap, the brand had already emancipated packaging. According to Lush, "about 40% of the permanent collection is unpackaged".