LUSH at SXSW Bloom A New Day Interactive Experience Fights Against Gun Violence
The Bloom A New Day experience at SXSW supported the “Lawsuit for Survival,” which was filed by Global Action on Gun Violence on behalf of Manuel and Patricia Oliver
This year at SXSW, we had the incredible opportunity to visit Lush's groundbreaking activations Bloom a New Day, an interactive experience created alongside Manuel and Patricia Oliver, who lost their 17-year-old son, Joaquin "Guac" Oliver, in the Parkland shooting on February 14, 2018. That morning, he had gone to school carrying a Valentine's Day flower bouquet for his girlfriend. Hours later, he was murdered—along with 16 other students and teachers.
This activation shed light on one of our country's most urgent and ongoing national emergencies: mass school shootings. Since Parkland, there have been 303 school shootings, resulting in 191 lives lost. Despite these staggering numbers, meaningful legislative action remains absent. Instead of remaining silent, the Olivers turned their grief into action. They founded Change the Ref to empower future leaders, challenge gun laws, and demand accountability. Upon entering and stepping into the recreated classroom, the experience was surreal, painful, and thought-provoking.
The setup served as a stark reminder of the harsh realities students and families face nationwide. Amid SXSW's chaotic, fast-paced energy, this activation stopped time. The entire experience was a moment of reckoning that cut through the noise. At the activation, we learned about the Lawsuit for Survival and their landmark case, Joaquin Oliver v. USA. We had the opportunity to take action by signing the petition urging the Inter-American Commission on Human Rights (IACHR) to stop prioritizing gun rights over the fundamental right to live.
By signing, we joined people around the world in declaring:
All governments—including the U.S.—must take necessary action to prevent gun deaths.
We support the Lawsuit for Survival. It was a moment of commitment, not just conversation.
We have the right to live free from gun violence.
Kelli and I added our names alongside thousands of others demanding change. Since 2023, the Olivers have traveled the country in their converted school bus, a mobile platform for activism. City by city, they connect with families affected by gun violence, educate communities, and put direct pressure on lawmakers. Their mission is to shift America's social response to gun violence—using creativity, activism, and education as tools for real change.
As part of Bloom a New Day, Lush created a limited-edition bath bomb called Bloom in Joaquin's honor. The Sonflower Bath Bomb was at the activation as an exclusive pre-launch. When LUSH brings this campaign into all of our U.S. shops later this year, the bath bomb will launch as a limited-edition giving product and 75% of the purchase price (minus the taxes) will go to organizations working to build a future free from gun violence.
But this day was about more than awareness—it was a call to action. We left deeply moved and more committed than ever to creating tangible change—both in our communities and across our country. We've always stood firm on our gun control stance, but this was LBTL's first opportunity to incorporate direct activism into our platform. Because let's be real—there is no beauty without truth and connection. Lush embodies what it means to be a brand with a purpose, seamlessly blending their sustainable practices, clear political stances, and innovative products.
And The Olivers? They embody everything it means to be fearless and relentlessly committed to their values and beliefs in the face of ongoing tragedy. We encourage all our Lookers to explore Lush's work with Change the Ref and join the movement toward a more just, sustainable world.
Written by Kelli Reilly
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