Jacqueline Traide, a social sculpture student at Oxford Brookes University, volunteered to be manhandled, smothered, chocked, injected and ill-treated in front of hundreds of onlookers at Regent Street, London, one of the busiest streets of the city.
Although she had no need to do it, she was happy because she believed that it would certainly spark a thought in the minds of the people about thousands of animals which have been put through this torture for laboratory tests.
Lush Cosmetics, in collaboration with Humane Society International, has launched the largest ever global protests against animal testing for cosmetics.
The demonstration by volunteer Jacqueline Traide and performance artiste Oliver Cronk, dressed as a clipboard-toting lab technician, was a breathtakingly painful and thought-provoking performance which hopefully will make people sign petitions against animal testing for cosmetics.
Cronk grabbed Traide's ponytail and pulled it backwards, force fed her with a spoon while her mouth was kept open with metal hooks on two sides.
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The 24-year-old beautiful woman bled when she tried resisting injections and even had her hair shaven with electronic clippers in a 10 hour painful ordeal, throughout which, she never uttered a word. Just like the helpless animals who are subjected to the same treatment.
For volunteer Jacqueline, the situation could be dubbed still better considering that she knew exactly what she was doing and why, and she was also free to go back home once the demonstration was over. But the animals that are put through this suffering are not only clueless as to what is happening, and also, they die a painfully miserable death for cosmetics, something that human beings use for fancy.
This act of cruelty was on display in front of Lush cosmetic's store in London for the onlookers to see.
I hope it will plant the seed of a new awareness in people to really start thinking about what they go out and buy and what goes into producing it, Daily Mail quoted Traide as saying.
Lush campaign manager Tamsin Omond said of the protests: The ironic thing is that if it was a beagle in the window and we were doing all these things to it, we'd have the police and RSPCA here in minutes. But somewhere in the world, this kind of thing is happening to an animal every few seconds on average. The difference is, it's normally hidden. We need to remind people it is still going on.
Scientists have long used laboratory animals for medical and drug testing and continue to do so.
Animal testing for cosmetics was banned in European Countries three years ago, but is still legal in many countries like Britain, Europe and Canada.
It is shameful and morally incorrect to put animals through such suffering and a cruel death, only for some cosmetics. Humane Society spokeswoman Wendy Higgins said it was morally unthinkable, and that there could be no justification for subjecting animals to pain for the sake of producing lipstick and eye shadow, the report said.