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And cosmetics giant, Lush, has embraced the all encompassing spirit of love with its latest ad campaign.
The company tweeted a picture of two men in a tub enjoying a bath bomb together and the US home page features two women playing with bubbles.
A spokesman for Lush told us: ‘At Lush we believe that love transcends gender. We set out to do one thing when creating our Valentine’s Day visuals, we wanted to capture love between two people and we believe that’s what we have done here.
‘The fact that our loyal and loving fans are starting their own conversations using our visuals and #loveislove absolutely warms our hearts.’