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.

I’ve been a Lush customer for over a decade, but I won’t be purchasing from you in the future. Calling me “cis” is ridiculously offensive. Pacifica does cruelty free as well as you and doesn’t insult me.

— LunaWanders (@LunaWanders) February 17, 2018

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.

It was definitely not our intention to cause any offense. The term cisgender is defined as people who identify with the gender that aligns with the sex assigned to them at birth.

— Lush North America (@lushcosmetics) February 18, 2018

I know what it means. As I’ve learned from being a liberal, it doesn’t matter if you meant to cause offense. Impact over intent. I’ve seen others comment that they were also insulted. It’s offensive. Please stop.

— LunaWanders (@LunaWanders) February 18, 2018

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

My feedback as a trans person is that Luna needs to shut up. Almost everything in society is made to benefit cis people. I’m so happy about this mission.

Also, these are sold out online, will there be a restock within original run of the product?

— lil boo-boo flu (@SusCallie) February 18, 2018

If you would learn to read, you would see that I didn’t comment on the campaign. I commented on Lush calling people “cisgender”, which is offensive. I realize y’all think everything is about you, but get over yourself. ?

— LunaWanders (@LunaWanders) February 18, 2018

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

Never seen lush do anything for the mistreatment of black people. Nope we busy.

— Freedom Speaks (@SelebritywithaS) February 17, 2018

Lush then had to Lushsplain itself.

Hi there, we campaign for many issues across the spectrum of human rights, protecting the environment and supporting humanitarian causes.

— Lush North America (@lushcosmetics) February 18, 2018

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.

If you really wanted to help trans people: Stop hiring us for short term seasonal work. Pay us a livable wage. Offer us healthcare so we can get our hormones. Help us thrive. Don't use our community in this bullshit PR campaign.

— Jay Greygz (@jaygreygz) February 16, 2018

And then the boycott Lush hashtag showed up.

Cisgender is a sexist term. I don't identify as a woman. I don't have a "woman brain". I was simply born female. Cis erases all of my efforts to rise above and struggle against the sexism and misogyny of the world. #GenderIsTheOppressor #BoycottLush

— Goody Freitas (@Mocha_Soul) February 17, 2018

And there was much snark.

Hi there! I don’t have a gender identity because “gender” is misogyny. I have a sex- female, and a personality. I don’t align with the idea of what women are supposed to be

— Centering Women (@CenteringWomen) February 18, 2018

Translation: "We're pimping the #transgender community to shamelessly promote our brand. Please RT to give us free advertising." @lushcosmetics #gender https://t.co/nHNAE7VJqU

— TheLondonLiberal (@YeLondonLiberal) February 17, 2018

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.