Lush store's marketing efforts stripped down

Employees of an organic cosmetics store exposed a message to shoppers at Westfield Annapolis Mall yesterday that a little junk in the trunk is nothing to be ashamed of, so long as the trunk is made of reused or recycled materials.

Three women at Lush Fresh Handmade Cosmetics disrobed to nothing but their aprons for a 30-minute publicity stunt, encouraging customers to buy "naked" products, or items that are free of boxes, bottles, shrink wrap and all other packaging. They handed out literature about the dangers of packaging materials that they say pile up in landfills and use 8 percent of the world's oil resources.

For good posterity, the Lush clerks cracked smiles as voyeuristic passersby felt compelled to gawk at the sight of three twentysomethings' behinds.

Store Manager Lindsey Goe, 24, stood at the entrance of the store, calling out to men and women alike if they'd like to learn about why she was naked, thrusting pamphlets - printed on 100 percent recycled paper - into their hands.

"A little shock and awe is sometimes what you need to get the effect you need," Ms. Goe said. "It's definitely a publicity stunt, but sometimes that's what it takes."

Around the world, many Lush stores participated in what they self-proclaimed a "Naked Campaign" or a "cheeky protest," but as headlines have blazed across newspapers about the events, many have resisted labeling it as such, preferring to call it a marketing ploy for the retailer that has branded itself an environmentally conscious, organic product line. Their soaps, creams and beauty ointments are sold "deli-style," like bar soap that can be cut from huge "cheese" rounds and lotions that can be spooned into containers out of bowls displayed on a buffet.

Mall management was not informed ahead of time about the store's plans to bare all to the public. Moments before the employees dropped drawers, a couple of Westfield representatives arrived on the scene and would not comment to The Capital on the spectacle.

Ms. Goe said the Lush workers were determined to proceed with the campaign.

"It's just a couple of bums," she said. "Abercrombie and Fitch has a huge poster in the front with a man naked from here and down, and you're telling me he's advertising jeans? So I find the whole thing just a good laugh."

Employees Kelly Gunning, 21, and Jackie Kett, 22, were also rearing to go forward with the event. As Tom Petty's lyrics, "She was an American girl," came over the store's sound system, Ms. Gunning and Ms. Kett sang along.

Ms. Gunning, whose fiancee came to watch with arms crossed in the corner, said she had some initial apprehension about the stunt, but wanted to support the cause. She proudly allowed patrons to eye the Celtic knotted shamrock tattoo on her left cheek.

"They're naked!" Amy Hardesty, a mall shopper, shouted from across the corridor. " 'Scuse me? I can't wait to get to work tomorrow to tell people I saw your butts."

Cpl. L.J. Brumfield Jr. of the Anne Arundel County Police Department arrived on the scene more than halfway into the 30-minute stunt, communicating with his supervisor by radio about what course of action he should pursue.

"Well, yeah," he said into the radio, "when they turn around, you can see their buttocks. Well, yeah, it could turn into a decent-sized crowd."

The corporal, along with two other county officers, told the women they'd be charged with indecent exposure if they didn't cover up, said Sgt. John Gilmer, a county police spokesman. So, the event ended, and the store clerks slipped back into the stock room to dress.

Sgt. Gilmer said the mall is a family-oriented place, and the exposed bums were not appropriate.

He said the women were warned they would be charged if they pulled the stunt again.

"They're pretty brave," said Sheila England, a shopper on her way out of the store.