{"id":13,"date":"2014-06-28T23:34:37","date_gmt":"2014-06-28T22:34:37","guid":{"rendered":"http:\/\/www.deviantreporter.com\/?p=13"},"modified":"2014-06-28T23:34:37","modified_gmt":"2014-06-28T22:34:37","slug":"gush-cosmetics-au-naturel","status":"publish","type":"post","link":"https:\/\/mateirosca.com\/?p=13","title":{"rendered":"GUSH Cosmetics Au Naturel"},"content":{"rendered":"

From between the Deviant’s sofa cushions! <\/strong><\/p>\n

Eco-friendlier-than-thou multinational cosmetics corporation’s North America boss had ties with tar sands oil extraction and strip-mining industries.<\/strong><\/p>\n

Soap tycoon Mark ‘Castevet’ Constantine of LUSH Cosmetics talks to the Deviant on the phone – shocking revelations further down<\/strong><\/p>\n

Highlights are: attempts to discredit the reporter, a complete denial that Lush took dirty oil money although it did, an admission of his own hypocrisy, a candid admission that his top CEO isn’t ‘a big environmentalist’, a dig at the reporter personally and then an attempted bribery in the form of a veiled job offer to the reporter, swiftly withdrawn after refusal. <\/strong><\/p>\n

WOT A BELTER!!! [More copy editing and sub-editing, formatting etc on the context story soon]<\/strong><\/p>\n

Now read on –<\/p>\n

<\/p>\n

The Lush Cosmetics President of North American operations, Mark Wolverton, might have a harder time than most his employees practicing what the sanctimonious high street soap mongers preaches out loud.<\/p>\n

\"a<\/a>

a typically garish Lush environmental campaign – thanks to Cory Morningstar for the image<\/p><\/div>\n

Especially at family reunions, since prior to taking the reins of Lush and becoming the #2 man in the firm, he worked with his father and brother for Wolverton Securities, the ongoing family business. Mark Wolverton Wolverton Securities CEO Brent Wolverton.<\/p>\n

Wolverton Securities is a century-old Canadian corporation straight out of the Wild West gold rush, offering research consulting in mining and oil and gas explorations all over the world including Canada\u2019s tar sands \u2013 which incidentally have been denounced by Lush as \u201clargest and most destructive project on Planet Earth \u2013 unacceptable.\u201d \u201cDestruction is visible from outer space\u201d, roared a video the global cosmetics brand posted online and has since taken down.<\/p>\n

But Mark is seemingly unable to deliver that message at home. \u201cWolverton is a primary player in that market for this simple reason: If you look at mining operations in Siberia, South Africa or the jungles of South America, Canadians are running and financing the operations,\u201d boasts the Wolverton Securities official website.<\/p>\n

The Lush campaign goes on: \u201cMajor oil companies, banks and investors are pouring billions of dollars into the development of the Canadian tar sands and the government has created tax breaks and incentives for them to do so.\u201d It even asked \u201cwho is behind this?\u2019. Who indeed?<\/p>\n

Stonecap Securities is the Wolvertons\u2019 partner in equity research and investment in the businesses of oil sands extraction and strip-mining for precious metals. The latter involves razing mountains off the face of the Earth and washing up the pulverised debris with cyanide – a lethal poison with a curious habit of popping up in the water supply around these exploitations. Gabriel Resources, a Toronto Stock Exchange-listed company for which Stonecap Securities acts as intermediary to investors, is the owner of Rosia Montana Gold Corporation, which has just had a strip-mining operation in the Apuseni Mountains of Romania blocked and canceled after widespread protest managed to hold it back by scaring politicians into withdrawing the mining licenses they had spuriously granted the generous firm. Now, RMGC is under indictment<\/a> in Romania for money laundering<\/a> and corruption<\/a> and its accounts are frozen<\/a> – an embarrassing flop for the global mining tycoons who are behind it, two of them being Frank Timis and Beny Steinmetz – well known figures of the extraction industry, who have been involved in numerous corruption scandals during their careers.<\/p>\n

Stonecap also trades with is Carpathian Gold, which already secured three major contracts to dig gold and silver out of Rovina Valley, Romania, to potentially disastrous environmental consequences.<\/p>\n

If in doubt about these potential consequences, one only needs to look back to the year 2000 when a similar mining endeavour led to a valleyful of toxic water spilling on idyllic Maramures county, also in mineral-rich Romania. According to reports, that was Europe\u2019s biggest environmental catastrophe since Chernobyl. Its Australian operator, Esmerelda Exploration, blamed everything on heavy snowfall during winter and got away with it.<\/p>\n

Be this as it may, the Wolverton dynasty have placed themselves in an ideal position. They may not realise this yet but their setup is the future of PR in the modern digital world. When everyone has an opinion and cheap access to a means to express it, it’s a good idea to hedge your bets. Mark catches the activists, the press and the prosumers with his company’s do-gooder, high-horse stunts, making millions for with Lush in the process and his brother takes care of the old business. Their employees sure go for the message hook, line and sinker. They’d be fired otherwise. Angelica [not her real name], a longtime employee of Lush, had this to say about the corporation: \u201cThere\u2019s a culty, incestuous and weird cabal going on in the Poole, Dorset head office. And they pressure all their shopkeepers to attend weird activism sessions.\u201d<\/p>\n

That Lush is a cultist company is no secret, that is after all quite a typical feature of organisations dealing in redemption. For those who feel too guilty living a sheltered life while all those atrocities are taking place on television, Lush doesn\u2019t sell just soap. It washes away your sins. With organised religion in terminal decline, where else are tormented souls to go in search of overpriced atonement but the shop which sells ethical soap and aggressively campaigns for all that is right in this world? A Lourdes, via Poole, allons-y!<\/em><\/p>\n

Divided into three companies under the private control of Mark Constantine, Lush cosmetics is made up of Lush Retail Limited, Lush Manufacturing Limited\u00a0Wolverton Securities cash was arguably good enough for Lush UK, now a global enterprise with \u00a3330m turnover of which \u00a337m is profit.<\/p>\n

On the Lush media website, Mr Wolverton is described as: \u201cRecognizing the importance of brand ethics, Mark has been integral to developing green strategies for the North American business; a champion of ethical campaigns and issues; a supporter of charitable giving initiatives and personally involved in employee engagement.\u201d Yet, as the interview with his partner below shows, he’s “no big environmentalist”.<\/p>\n

The Deviant couldn’t get through to Wolverton himself because of the PR hacks, but being used to fawning media coverage, Constantine figured he’d set me right.<\/p>\n

\"Roman<\/a>

Roman Castevet from the film Rosemary’s Baby and Mark Constantine from Dorset county, England – who is who?<\/p><\/div>\n

Phone call came in circa 4 pm on a Tuesday, September 6 2013, whilst your correspondent was working on unrelated writing matters in his home study in the East End of London. The following conversation is a result of about two scores of back\/forth emails with Lush PR agents over about six weeks. A few hours before the call, a PR woman set the time via an email for the second time, after Mr Constantine failed to keep a similar appointment a week before. Editors at Private Eye magazine were also called by Lush PR to check my background and credentials, because the press request related to an article I was researching with a fellow journo – with a view to get it published in there.<\/p>\n

The story ended up in my drawer eventually and here’s the unabridged, uncensored and un-fucking-believable transcript of the talk I had with the founder:<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 M.C.: Hello, it\u2019s Mark Constantine, you were trying to get some information<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The Deviant: Oh, hello, sir, yeah.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Hello, how are you?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Fine, at home. How are you?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Very good. You wanted to know about Mark Wolverton, yes? The reason we were so long with it is that lots of the oil companies like to take swipes at Mark. So we sort of assume that you\u2019re not part of an oil company.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No. I\u2019m a freelance journalist, sir, I found all the information on the internet.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I know, I\u2019ve seen it. So you know we do a big push in Canada against the Tar Sands.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, I\u2019m aware of all the campaigns.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, and there was an awful lot said about Mark, that he\u2019s getting all this money from the oil industry, he\u2019s two-faced… so I\u2019m Mark\u2019s partner, I\u2019m the boss of Lush. Your angle is \u2013 given the environmental and ethical stance of Lush, are we comfortable working with him. Yeah?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. Exactly.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So the situation is: when I first met Mark was about 19 years ago. His father had the Wolverton Securities [company], he worked as a sort of junior in there. He then left that and did other things. He is fiercely proud of what he\u2019s done with Lush with his own money. So you\u2019ve asked a question that\u2019s most sensitive to him, because he obviously doesn\u2019t want to be seen just as the rich kid who didn\u2019t have any problems making his way into…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. I understand.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He\u2019s built Lush himself with his money and he has not taken money from Wolverton Securities. His older brother runs Wolverton Securities. So when the dad dies, he owned property in Vancouver, so all of [them] Mark and his family owned property. <\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Right.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So that\u2019s really where he does have the money <\/strong>[from]. <\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So the answer to the question I asked is that the money doesn\u2019t come from Wolverton Securities \u2013 the money that Mark Wolverton used to buy into Lush.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He started Lush Canada with just one shop, so he didn\u2019t have to put in lots of money, you see what I mean? It wasn\u2019t like that. He\u2019s built that business back through the whole of North America over 18 years, the cashflow and the business itself.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I see.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He didn\u2019t come in with millions of pounds and then opened loads and loads of shops.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So whatever money he had at the beginning…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 But we\u2019re talking about a few quid. It\u2019s not …<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 What I found a bit peculiar was the fact that that Lush is so strong against tar sands whilst Wolverton Securities, which is, um, whichever way you look at it, the family\u2019s business is involved in…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Let me explain again. No it\u2019s not involved.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Not Mr Wolverton, but Wolverton Securities has partners that do tar sands.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So Wolverton Securities was his dad\u2019s. He then went to work for his dad for a period of time then he left. And now Wolverton Securities is ran by his older brother.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Older brother. Exactly.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The truth is \u2013 and don\u2019t quote me on this because I\u2019m not sure \u2013 but I don\u2019t get the impression that it\u2019s a huge business, but it certainly has enough money to keep his brother comfortable.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Sir, er, I understand. We\u2019re not looking into that. And that\u2019s, as I said, the main idea of the article \u2013 that Wolverton Securities, directly and through partner companies is involved in Tar Sands and they are involved as well in another…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No. Actually, we did ask that question as well of Mark. I don\u2019t think you\u2019ll find Wolverton Securities involved in tar Sands, I think you\u2019ll find…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 They\u2019ve got Stonecap Securities as \u2018partners\u2019 listed on their website.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 If you look deep enough I think you\u2019ll find that Wolverton Securities has been linked by the oil industry to try to rubbish Lush and to diminish Lush\u2019s ability…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, sir, I\u2019m getting my information not from second hand sources but from the official website of Wolverton Securities and from official statements, from official financial documents that I\u2019ve downloaded and are freely available on the internet.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 From those official documents what did you find about Mark Wolverton\u2019s involvement with Wolverton Securities?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Nothing of his personal involvement, but I\u2019ve found out about the facts I\u2019ve…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 What does your brother do?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I haven\u2019t got a brother, sir.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 A sister?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You have got a sister haven\u2019t you? I think you have a sister \u2018cos you hesitated.<\/strong> (Laughs hysterically)<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 This isn\u2019t personal, sir. (goes on laughing) Let\u2019s be serious for a minute, yeah?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Listen, let me just say to you \u2013 I\u2019ve worked with Mark for the last 20 years, from my perspective, I wouldn\u2019t call him the greatest environmentalist in the world, right?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I see, yeah.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He didn\u2019t sign on for a big environmental pitch, I\u2019m keen on the environment.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, and Lush is keen on the environment. It\u2019s a very big business and a lot of its marketing is campaigning on the fact that it stands very strongly on environmental issues. Is that correct?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No. It\u2019s not correct. Basically, the principles of many people involved in Lush are environmental. When Mark Wolverton came into the business, he said quite clearly, \u2018I\u2019m not signing up for all this environmental stuff, I\u2019m not that strongly environmental. However, he has run an excellent business. And you are speaking to the overall boss of all of Lush, and if you think it\u2019s a huge business, that\u2019s who you\u2019re speaking to.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thank you for the call. [pause]<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Are you going now? [laughs]<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, no, I\u2019m not going, I\u2019m just underlining that I appreciate you taking the time to call me.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s ok. I just want you to see the reality on the human scale. I understand what you\u2019re doing and I understand Private Eye and I\u2019ve read it and I enjoy it. You know, so whatever you write is up to you, but the reality of the situation is that he\u2019s very proud of what he\u2019s created with Lush and he does not see it as a result of something from Wolverton Securities, he does believe he\u2019s free to speak his mind about what he sees, irrespective of his connection with his brother, his dad or in fact his grandad. But he is aware of the oil companies who constantly try to come in and undermine the whole campaign. <\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I assure you sir, 100 percent that I\u2019m a freelance journalist and I\u2019m not in any way linked…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m aware that you\u2019re not… you\u2019re doing your reporting. And your only problem is whether you wish to support them or support those who are trying to get something cleaned up. And by attacking Mark Wolverton whatever way you do it and however you do it, you will be supporting those who wish to undermine the campaign. And that\u2019s why I wanted to speak to you, to make sure you\u2019re clearly aware that in writing whatever you write or supporting the guy who wants to write it \u2013 we\u2019ve been through to Private Eye and found that you\u2019re working actually for another guy, and you\u2019ve also explained that, this is what you\u2019re doing.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 This story is not about attacking anybody, sir. It\u2019s about exposing the hypocrisy of Lush cosmetics in some ways, because on the one hand there are the environmental campaigns and on the other there\u2019s Wolverton Securities which is connected to Lush CEO of North America.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 In which ways is it connected? His brother runs it, his father owned it…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 And he used to work for Wolverton Securities himself.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 And who have you worked for before? Can I go back and see that?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Sir, this isn\u2019t personal.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It is, because if you\u2019re going to say that he worked for Wolverton Securities, that his dad had set up, he\u2019s therefore unsuitable to make comment on environmental issues…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not saying that. I\u2019m saying whether you\u2019re comfortable working with him through Lush Canada given that he\u2019s coming from a background such as Wolverton Securities. Are you?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Absolutely. And I\u2019m very comfortable with you calling me a hypocrite as well, I get called it every bloody week. You know, people can\u2019t wait to do it.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, I wasn\u2019t calling you anything. I\u2019m saying that Lush…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 First and foremost I believe in the freedom of the press, I believe you should write what you wanna write…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thank you.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You should be provided with information and you should understand when you\u2019re writing it who you represent and what that achieves.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m just looking to tell the truth in that story.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s what it achieves \u2013 so in calling him a hypocrite, which I\u2019m sure he is, we\u2019re all hypocrites, you know, I run a vegetarian company and I eat fish. They all tease me I\u2019m a fish and chipocryte. Everyone\u2019s the same, it\u2019s all the same. So whatever idea you have you will not be able to stick to them all the time every minute of the day. So, everyone\u2019s in that same boat.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I understand. But given the fact that you\u2019re running a company turning over hundreds of millions of pounds all over the world and that company is strongly, fiercely I could say, campaigning on environmental issues \u2013 do you think that Lush campaigning has any connection to Lush sales?<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, well, if you were to look at it extensively, you should see that it should by rights damage sales.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Not damage sales, I reckon it could help sales.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Let me put it this way. We\u2019re very anti-hunting and up in Thornton they are very pro-hunting, so most of the campaigns we do it could be argued are not things that would increase sales. Yeah?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, I\u2019m taking the view that environmental campaigning done by Lush with the hunting and the tar Sands and so forth is actually a marketing strategy because it\u2019s done by a company that\u2019s making profits.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You can\u2019t bring that out. I\u2019ll tell you what. Have you seen the piece in the Sunday Mail that says that \u2018this product funds terrorists\u2019? Did you see that piece when you looked through on Lush?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, have a look at that one. We get loads of articles come out knocking the living daylights out of our position. In the end, our position\u2019s our position, just like yours.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Of course.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 We express ourselves in that way and nothing that comes out is gonna change that. If you choose to do something incredibly negative we would lose sales by that.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not looking to be negative or positive. The article is exploring the connection between Mr Wolverton, who\u2019s running Lush at the minute…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Let me explain to you exactly as I see the connection. Yeah? So you\u2019ve got it straight from me as I see the connection with my business partner in Canada. I\u2019ve also explained to you the heavy knocking going on from a huge industry. If you think Lush is big, even one oil company would wipe the floor with us, thousands of times over. So that\u2019s who you\u2019re supporting when you attack us. And that\u2019s what you\u2019re going to do whether you mean to do it or not. So that \u2013 and I\u2019d be very grateful if that\u2019d be in there \u2013 that the oil companies are very very keen to, wherever they can, diss and destroy.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I understand. And I hope you do realise that I\u2019m independent and so is my commissioning editor. [i.e. the journalist who helped get the interview before the Eye dropped the story]<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well you\u2019re not independent if you\u2019re going to support Tar Sands and attack Mark Wolverton. You\u2019re actually working for the oil companies whether you realise it or not.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So you\u2019re saying that if I have an issue with Lush \u2013 not even that \u2013 If I\u2019m questioning the methods through which Lush does marketing…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not saying that. You\u2019re very welcome to question whatever you like, but if you produce a piece that says that becaue Mark Wolverton\u2019s brother and father worked for a brokerage that have been involved in oil companies…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 And still are… er… look. Wolverton Securities works with the company behind Rosia Montana called Gabriel Resources which is all over the news at the minute. An exploitation in Romania, an open-cast mine, a strip mine that they\u2019re trying to build.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Is that where you\u2019re from?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. It\u2019s going to be the largest cyanide …<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s a different issue altogether.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Rosia Montana is about to become the largest open cast mining operation in Europe…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, I\u2019ve read about it.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You have. Well, among many others, one of the companies that works with Gabriel Resources and Rosia Montana is Wolverton Securities.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, that\u2019s another thing altogether.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Really, it\u2019s not. It\u2019s just an instance of the business that Wolverton Securities do.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s real what you\u2019re talking about.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s absolutely real, sir, yeah. As are the Tar Sands in Canada, against which Lush is directly opposed to and heavily campaigning.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s something very different there. You\u2019re talking about something very real, about something that I was unaware of. So thanks. <\/strong>[is this implying that the Tar Sands are somehow not \u2018real\u2019?]<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, well, I\u2019m glad I\u2019ve informed you about that.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Look, Mark Wolverton is not at the moment involved in Wolverton Securities, but I am very interested in the mine and the other connection. I think that \u2013 I\u2019ve read all about that awful mine \u2013and, er, that\u2019s what you\u2019re writing about isn\u2019t it?<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, er, Rosia will be mentioned as will the Tar Sands.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I don\u2019t mind what you\u2019re saying in the article. I\u2019m not questioning that. I phoned you up thinking, here we go again, another bastard from the oil companies, who just wants to knock me out…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, sir, i assure you…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019ve got it, now, I understand. You\u2019ve got something in your country which is appalling which you want to write something about.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, well I am lucky enough to be a journalist in Britain.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, well, you\u2019re very welcome. I get it. What I\u2019m saying is, if there\u2019s something we could do to help, if you\u2019d like to get involved with us, to put pressure on…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not an activist sir. I\u2019m a journalist and a writer, not an activist.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, but we\u2019re activists. <\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, Google Rosia Montana and get informed and it\u2019s up to you what you do. My story here is the connection that has [to do] with Wolverton.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 There is no connection with Mark Wolverton and Wolverton Securities.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Presently I know there isn\u2019t.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The point you\u2019re making with this dreadful mine, and it\u2019s appalling, in your own country, I think it really is.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s got the potential to turn into an environmental disaster \u2013 maybe the most contentious environmental issues in the world now.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Dreadful, I agree. So Mark Wolverton is not connected to Wolverton now. He\u2019s making plenty of money with us, he\u2019s not planning to go back to Wolverton Securities \u2013 it\u2019s relatively small business.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I understand. And the article isn\u2019t a personal attack against Mr Wolverton but an exploration of the money that goes around industries. And the public and the readers should be informed about the circuit of money that goes from place to place in business.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You write whatever you like about that, but there\u2019s not much substance in it. You\u2019re welcome and there\u2019ll be no problems from us. You\u2019re welcome and I agree with you about this open mining…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 And Wolverton Securities now do business with and they stand to profit from Rosia Montana… as they do from the Tar Sands…<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s a tenuous link you\u2019ve got there. You\u2019ve found one person that used to work for Wolverton Securities, therefore everything about Lush is corrupt \u2013 and it\u2019s not.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not accusing anybody of any corruption at all.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You are and I\u2019m just pointing out that it\u2019s a very tenuous link. It\u2019d be much more fun to do something dramatic and dynamic about the situation in there that we can support than to attack us.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s your business sir. I\u2019m not attacking anybody, I understand and it\u2019s your business.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Let me put it this way. Would you like to deal with this company that\u2019s mining in your own country? Would you like to do something to stop them from doing that? <\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Not at all, no. I will, I am interested, but I can do it on my own, thank you.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m not saying join me to do something, I\u2019m just asking to try to get you to push your efforts…<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m fine with my own work, thank you. And thanks for the call.<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 A real pleasure.<\/strong><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 My pleasure as well. Cheers. Bye.<\/p>\n

\/\/\/<\/p>\n

I’ve just realised that most readers have a kind of perverse innocence about them when dealing with big-money public figures, and they fail to employ any critical analysis or skepticism in their judgements. I’ve been an adman for about two years and am proud to say I got fired, so I know how the dark arts of corporate PR and media training operate. To that end, an exchange I’ve had earlier on Reddit with someone might prove revealing and might answer some legit questions other people (or civilians, in PR parlance) might have about this story and its relevance. Here it is, with thanks to Ezterhazy, a prolific user of Reddit:<\/p>\n

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[\u2013]<\/a>Ezterhazy<\/a> 2 points<\/span>

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I can’t stand Lush. Their shops stink. They are overpriced. But that interview was awkward for the reporter, not the interviewee.<\/p>\n

None of the scandalous teasers in the first paragraph were borne out in the interview. No wonder Private Eye<\/em> didn’t pick the story up.<\/p>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n

<\/a><\/p>\n

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[\u2013]<\/a>mateiharry<\/a>[S<\/a>]<\/span> 1 point<\/span>

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Ezterhazy, cheers for reading. Now:<\/p>\n

The story proved too tabloid-esque for the Eye – true.<\/p>\n

And it’s also true that it was awkward for me (I took the interview).<\/p>\n

Let’s see about the ‘teasers’ you mention.<\/p>\n

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  1. attempts to discredit the reporter: “So we sort of assume that you\u2019re not part of an oil company.” that’s just one instance.<\/li>\n
  2. a complete denial that Lush took dirty oil money although it did: “He\u2019s built Lush himself with his money and he has not taken money from Wolverton Securities. His older brother runs Wolverton Securities. So when the dad dies, he owned property in Vancouver, so all of [them] Mark and his family owned property.” – ie property bought with oil and mining cash; Lush wasn’t given away to Mr Wolverton, it was sold (“a few quid”)<\/li>\n
  3. an admission of his own hypocrisy: “we\u2019re all hypocrites, you know, I run a vegetarian company and I eat fish. They all tease me I\u2019m a fish and chipocryte. Everyone\u2019s the same, it\u2019s all the same.”<\/li>\n
  4. a candid admission that his top CEO isn\u2019t \u2018a big environmentalist\u2019: “When Mark Wolverton came into the business, he said quite clearly, \u2018I\u2019m not signing up for all this environmental stuff, I\u2019m not that strongly environmental. “<\/li>\n
  5. a dig at the reporter personally: “What does your brother do?\/ I haven\u2019t got a brother, sir.\/ A sister?\/ No.”<\/li>\n
  6. an attempted bribery in the form of a veiled job offer to the reporter, swiftly withdrawn after refusal: “It\u2019d be much more fun to do something dramatic and dynamic about the situation in there that we can support than to attack us.” – he’s talking about a Lush campaign here, which he invites me to join. Support means money, I believe.<\/li>\n<\/ol>\n

    Such as it is, the lead is right.<\/p>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n

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    [\u2013]<\/a>Ezterhazy<\/a> 2 points<\/span>

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    I don’t know about tabloidesque. There just doesn’t seem to be any substance.<\/p>\n

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    1. How the fuck is “So we sort of assume that you\u2019re not part of an oil company” an attempt to discredit you? In context it’s perfectly clear why he said that.<\/li>\n
    2. You never established that Lush actually took any oil money. At worst, it’s money inherited upon the death of someone who made money in oil.<\/li>\n
    3. If you think that a vegetarian soap seller who eats fish is newsworthy hypocrisy, you shouldn’t be a journalist.<\/li>\n
    4. As far as I can tell from your own article, the man in America isn’t the CEO (I think you were talking to the CEO on the phone). And it’s neither surprising nor remarkable that a businessman involved in a company that markets itself as green isn’t actually an environmentalist.<\/li>\n
    5. That’s not a dig. I worry for your comprehension skills if you don’t get the point he’s making there.<\/li>\n
    6. If that’s a job offer then I’m a banana, as Private Eye would say.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n
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      [\u2013]<\/a>mateiharry<\/a>[S<\/a>]<\/span> 1 point<\/span>

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      Esterhazy, you have me at a disadvantage – I don’t know who you are – yet you boldly propose to raise tone. Fine.<\/p>\n

      The substance is spelt out in the paragraphs before the transcript and the conversation has a lot of meaning itself. Now:<\/p>\n

      It’s tabloidesque because it shows how a company as right-on as Lush, which gains a great following from its self-serving activism, has an American CEO who comes from a dynasty of oil and mining money, and lots of it. Not an investigation per se, but an analysis and a satirical approach to its holier-than-thou marketing style. Further:<\/p>\n

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      1. Castevet’s PR hacks checked me out thoroughly (as he admits), otherwise he wouldn’t have called my phone. You are naive or feigning naivete if you think the way he treated me as a possible shill for the oil industry is anything but a tactic aimed at discrediting the work. You say it’s clear what he said. Elaborate. What did he say? The whole transcript’s there.<\/li>\n
      2. Lush sold the right to open shop to Mr Wolverton in exchange for money. Wolverton Securities is not just his dad’s company, it’s his family’s business, in which he took a very active hand, pretty high up as well. Therefore it’s true to say that whatever money he paid for the Lush brand when he stared (and however little money) – even via real estate – was still oil money. Again, you are either dumb or playing dumb.<\/li>\n
      3. I’m insulted. Your gall takes me by surprise. The reason I’ve posted the entire conversation is because what Castevet says only makes sense in context. He is media-coached and evasive. He is making an analogy to explain his own hypocrisy, then presumes ‘we are all the same’. It is you, Ezterhazy, who are putting things out of context.<\/li>\n
      4. Mr Mark Wolverton’s job title is President and CEO of Lush North America. Lush is privately held and owned by mr Castevet. You labour under the impression it is a public enterprise. Read the article again or do your own research. If you think ‘it’s neither surprising nor remarkable that a businessman involved in a company that markets itself as green isn’t actually an environmentalist’ – to the extent that Lush markets itself as not just green, but Gaia itself, and to the extent that Mr Wolverton is ‘involved’ as you put it, in Lush – I hope you are not a journalist.<\/li>\n
      5. For a journalist to ask a public figure, owner of a multinational company about his family business connections as they pertain to his public affairs\/ business\/ marketing interests is not the same as for the interviewee to retort about the journalist’s brothers\/ sisters. I’m sorry I have to point that out to you. I have fully comprehended Castevet’s point and found it disturbing.<\/li>\n
      6. \n

        What do you think he meant when he said Lush would offer me its support to fight against the Rosia Montana mine? I am convinced he meant to have me join a Lush campaign, and nobody works for free.<\/p>\n<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n

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        [\u2013]<\/a>Ezterhazy<\/a> 2 points<\/span>

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        You are very melodramatic. The transcript you’ve provided doesn’t fully support your claims. Also, I still think you haven’t fully understood the nuances of some of what the interviewee was saying. There is the kernel of an interesting story in there but it’s hidden by all the fluff and over-the-top misplaced outrage.<\/p>\n<\/div>\n<\/div>\n<\/form>\n

         <\/p>\n

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        [\u2013]<\/a>mateiharry<\/a>[S<\/a>]<\/span> 1 point<\/span>

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        If we’ve gone from no substance to a kernel this exchange was not in vain. I believe I’ve grasped every nuance of what the man said and found it quite dark. Be so kind as to elaborate on which bits you think are fluff and misplaced outrage.<\/p>\n<\/div>\n<\/div>\n<\/form>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

        [\u2013]<\/a>mateiharry<\/a>[S<\/a>]<\/span> 1 point<\/span>

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        -made some errors there. At point two it’s started, not stared. And should’ve said Gaia herself at point four; and I apologise for calling you dumb.<\/p>\n

        \/\/<\/p>\n<\/div>\n<\/div>\n

        Onwards – now tweet and show me the money<\/a>. And if anyone with copy editing skills and subbing skills wishes to join the Deviant, please contact.<\/p>\n

        Tweet<\/a><\/p>\n

        \/\/<\/p>\n

        Note: this post originally appeared on my old website – the now defunct www.deviantreporter.co.uk, during a much more innocent and optimistic time of my life
        \n