Lush Australia and New Zealand have received backlash over a new body positive campaign, after it was deemed ‘pornographic’. The ‘Naked’ campaign aimed to promote the company’s practice of using as little packaging as possible, while encouraging body positivity to its customers. The advert in question featured four naked women, of various body shapes and sizes, facing away from the camera. They were seen embracing one another, with Lush staff included in the line-up. Captioning the shots, the campaign was quoted as an opportunity to showcase "real, beautiful, un-photo shopped, unaltered women".

Naked and packaging-free products at LUSH are at the core of our philosophy. Over 100 of our products are proudly packaging free and absolutely naked! Not only are we talking about our value "naked" we also want to send a body positive message to our customers, using some of our own staff, showcasing the raw, real, un- photoshopped, unaltered FIERCE women. Join us in sharing this wonderful message and be proud to #GONAKED!

A photo posted by Lush Australia & New Zealand (@lush_ausnz) on Aug 26, 2015 at 6:55pm PDT

Following their outdoor placements, people made complaints to the Advertising Standards Bureau in Australia for the sexualised images, which some dubbed “pornographic in nature.” Other complaints added that the adverts were "placed at a child's eye level in a shopping centre". Addressing the accusations, Lush spokeswoman Kanya Nanayakkara said the campaign was aimed at promoting "broad image of beauty" that reflected the company's staff and customers: "Some of our customers told us that after years of hating their own bodies, they were inspired to begin the healing process and challenge the negative self-talk they hear each time they see an image of a Photoshopped, idealised version of beauty they may not meet.” While the ASB ruled that the images were not sexual in nature, they did add: "The full body images and the fact that there are four women rather than an individual meant that the overall impact was increased and was confronting." Lush have since removed the posters from stores, but the images remain on their website and social media channels.

Say yes to Solid massage oils, say yes to naked! #Gonaked #massage #relax #yesyesyes #naked #rubrub #lushie A photo posted by Lush Australia & New Zealand (@lush_ausnz) on Sep 3, 2015 at 3:26am PDT

Media commentators in Australia have also labelled the campaign as an example of double standards – pointing out that previous campaigns with naked, photoshopped models had been fully accepted by the public. Body image campaigner Leyah Shanks argued against the ASB’s ruling, explaining: "Had this been an advert for a fashion house comprising of models with stereotypically beautiful bodies, which have been Photoshopped beyond all recognition, this would probably not have been deemed 'pornographic'.

...look closer at packaging. The EcoFlo in your boxes are made out of potato starch and is 100% edible (it will taste like Lush!) #ecofriendly #ecoflo #americanbeauty #gonaked #values #ethical #ethics #lushie #lushloves #edible

A photo posted by Lush Australia & New Zealand (@lush_ausnz) on Aug 31, 2015 at 11:38pm PDT

"How sad is it that we are so not used to seeing real, un-retouched bodies in advertising that we actually find them offensive? "This is definitely not an idea that I want continued in the minds of the next generation." H/T Huffington Post