LUSH COSMETICS
Celebrating AAPI Heritage Month (Without Being Cringe)
Role: Creative Direction, Concept Ideation, Strategic DEI Counsel
You can’t scroll for 30 seconds without seeing a brand post about a cultural awareness month in a generic, “hm, who approved that” way. This was not that.
Lush North America wanted to celebrate and elevate diverse stories of resilience, empowerment, and pride from their community. “Who I Am” is a campaign born out of a question every AAPI person has faced at some point in their lives — “What are you?”
After a successful campaign, the concept was leveraged again for the brand’s Pride initiative.
What if the API community had the space to open up and define themselves on their own terms?
Lush staff members share their stories of pride, joy, and resilience to turn an old question (“What are you?”) on its head and show how representation, inclusion and celebration of API communities is needed now more than ever.
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