Lush North America wades into identity politics. It doesn't go well.

I abhor puns with a passion but I couldn't resist "wades in," when it comes to Lush, the soap brand who decided to remove products from their window displays to have a discussion about race. Sorry! That was Starbucks. I meant trans rights. Using the hashtag #TransRightsAreHumanRights, Lush wanted everyone to discuss this and launched a campaign four days ago.
Normally this would be the part where the article would tell you that things predictably didn't go well and that there was a backlash. And there was a backlash, indeed. But not because people object to trans rights. No, the majority of the backlash came from women-- Lush's target market-- who objected to the word cisgender used to describe themselves.

Rather than, you know, actually having a conversation about it, Lush doubled down to explain what cisgender means to women who already know what it means and are offended by it.

Some in the trans community were also upset. At women who were upset at being called cisgender.

They also offended the black community. Keeping in mind it's Black History Month in America.

Lush then had to Lushsplain itself.

But it didn't stop there. The trans community also weren't pleased. And why should the be? This is nothing more than lazy slacktivism on Lush's part.

And then the boycott Lush hashtag showed up.

And there was much snark.

Let's recap: Lush launched a new campaign and ended up offending:
Its largest audience by calling them by a name they didn't like.
The trans community who saw this as a cheap cynical plot to sell more product.
Other identities who felt excluded in this campaign.

With all that great social media chatter, I can only imagine how well the deep dive will go in-stores.