Lush Get Naked campaign involved in trademark row

The founder of Naked Soapworks, based in Bowen Island, Canada, claims that the campaign's 'Get Naked' tagline violates her trademark, and has asked the company to stop using the phrase. Laurel Bailey's company, Naked Soapworks specialises in soaps and bath products containing 100 per cent natural ingredients with no synthetic colours, scents or preservatives. Bailey claims she had "Naked" and "Get Naked" approved as trademarks and her lawyer has issued a cease-and-desist demand to the UK-based company; requesting that it abandon the tagline and desist from using it in the future. According to online publication The Vancouver Province the company's UK lawyer has confirmed the receipt of the demand, requesting until next week to respond. The Lush campaign involved workers in stores worldwide going naked, save for an apron with the line "Ask me why I am naked". Workers at the company's Wimbledon store in London reported a positive response saying that the campaign was successful in getting the point across. The campaign attempts to draw attention to the problem of packaging waste, urging consumers to go 'naked' and avoid purchasing goods with excess packaging. The bath and beauty chain state they are committed to protecting the environment by eliminating unnecessary and environmentally unfriendly packaging wherever possible. In order to facilitate this Lush produce many of its products in solid form - for example solid shampoo, conditioner and deodorant bars that have no need for packaging - in addition to urging their customers to bring their own re-usable containers for certain products. According to the company over 58 per cent of its products in North American stores are sold unpackaged, inventing and patenting products that are specifically designed to cut down on packaging waste. The company's founder Mark Constantine hopes that now "true financial and environmental costs are becoming obvious, customers are challenging manufacturers and retailers to cut the wrap."