'Dear John: The Road to Pelindaba', by Jeff Osment; a mini review and excerpt!
Here’s
something you may not have known about the mega rad brand Lush…
they publish books!? And if you follow me on socials, I’m sure
you’re aware they frequently host epic Lush book club events in their
Soho HQ, yes? Ughh, I love those evenings. See you at the next one, maybe?
Lush
also have a record label, and are making waves right now with their
new cosmetics range, as well as their new naked packaging projects.
Basically, they’re kicking butt in all kinds of areas. But in this
particular post, I’ll be focusing on their bookish endeavours…
one in particular.
'Dear
John – The Road to Pelindaba' by
Jeff Osment is the incredible tale of Mark Constantine OBE, Co-Founder of Lush, and his long-lost father. Read on to get a glimpse of the amazing story...
'Dear
John: The Road To Pelindaba', by Jeff Osment.
Prologue.
'Dear John' was a message in a
bottle, a letter lovingly written in perfume to a long-lost father
who had disappeared into Africa in 1954 when his son was still a
baby, and who had never come home. That baby was Mark Constantine
OBE, the perfumer and entrepreneur at the head of the global
high-street brand Lush Cosmetics, and the scented message was not
seeking to end a relationship but to keep it alive.
It
was a story I’d heard many times, having grown up with Mark on
adjacent housing estates in our home town of Weymouth in Dorset. We
had met at Cub Scouts when I was ten years old, and over the next six
years – through scouting, our local church and at grammar school –
we began a friendship that has now spanned six decades.
For
almost all of his childhood Mark lived at his grandmother’s house
but, when his mother remarried in 1964, twelve-year-old Mark moved
into a new home with his mother and stepfather. It was the first time
he had ever had any sort of father figure in his life. His maternal
grandfather had died in 1938, and Mark had never met his paternal
grandfather or known much about him. Within a few months his beloved
grandmother Blanche Gardner died, triggering a breakdown in Mark’s
relationship with his mother and particularly his stepfather. Unknown
to Mark, his actual father, John Constantine, had returned to the UK
from Kenya, had also remarried and was living in
Gloucestershire.
I
didn’t know much of this at the time, except for the fact that
Mark’s father had joined the Royal Kenyan Police and that Mark
didn’t get on with his stepfather. That unhappy relationship
reached a low point in the summer of 1968 when Mark failed his GCE
examinations, a cardinal sin for a pupil of the grammar-school
system. Unable to progress into the sixth form, unqualified for
higher education or an apprenticeship, and unloved at home, the
troubled teenager was running out of options.
If
ever a son needed his father to provide some structure to his life,
this was the time. Mark was sixteen years old, and for the previous
four years his mother and stepfather hadn’t spoken to him about the
divorce. They had also failed to mention that Mark’s paternal
grandparents were still alive and living in Manchester – as they
had been since the day he was born. Maybe Diane felt that she was
still protecting Mark from a bad husband and father who had abandoned
them when he was just a baby. Whatever her reasons, the timing was
fateful.
At
that very moment, forty-year-old John Constantine was preparing to
leave England to start a new life in Africa. His parents would never
see him again, nor would he ever make contact with his only
son.
It
wouldn’t be long before Mark was homeless and living rough in a
wood with barely a penny to his name. Yet just seven years later, in
October 1977, I drove the van when Mark delivered his first batch of
handmade natural cosmetics to Anita Roddick, who had just opened her
second Body Shop in Chichester. It was the beginning of a
relationship that saw Mark become the major supplier of Body Shop
hair and body products over the next ten years, and a leading advocate of cruelty-free cosmetics.
The man himself! Mark at the 2018 Lush Showcase in Manchester.
As
an independent photographer and filmmaker, I recorded the rise of his
company from a back bedroom in Mark’s first house to multiple
factories employing hundreds of people in Poole; I made films about
henna and hair gel, lavender and rose oil, and I remember filming at
the purpose-built Body Shop factory when it opened its doors in
Littlehampton in December 1986 when Mark was invited to become the
head of R & D at The Body Shop.
However,
Mark was not one to work quietly in the background and, after ten
years of close collaboration, he agreed to sell to The Body Shop the
manufacturing rights to all of the products his company had
invented for them. Over a three-year period The Body Shop paid Mark’s
company, Constantine & Weir, £9 million to take all their
manufacturing in-house – not a bad return for Mark’s initial
outlay on a Baby Burco water boiler and some kitchen pans.
Anita
and Gordon Roddick were smart enough to recognise Mark as a potential
competitor and they tied him to a legally binding agreement not to
open any shops on the UK high street before 1994. But at thirty-five
years of age, full of energy and ambition, Mark Constantine wasn’t
about to retire. Instead, he retained his factories and loyal
workforce in Poole and ploughed all the money into a new venture,
Cosmetics To Go, a mail-order business that initially took the
UK beauty world by storm.
Once
again my cameras captured every episode of this extraordinary and
often crazy adventure, which propelled Mark and his partners onto
national television. Cosmetics To Go was the beauty version of
Charlie and the Chocolate Factory. Mark was Willy Wonka and his staff
were the Oompa-Loompas. The British public lapped up the wacky
products on offer and the free post and packaging – a great idea if
they bought dozens of products at once, but a very bad idea if they
bought just one at a time. As Mark himself admitted, ‘if you sell a
million products and spend £1 every time you post and package them,
you lose a million pounds.’ In 1994 Cosmetics To Go and its parent
company Constantine & Weir went into administration. Cosmetics To
Go was a great business idea, but ahead of its time; the dot.com era
had not yet arrived.
I’ve
never been an employee in any of Mark’s business ventures, simply a
supplier of images and occasional friendly advice (which he has
largely ignored). Ever since we were boys, I’ve been the yin to his
yang: Mark impatient and impulsive, me cautious and practical; Mark
the hare, Jeffrey the tortoise. No amount of advice from me could
have stopped the runaway train that was Cosmetics To Go. I got off at
the last station and then watched it plunge over the cliff. Mark’s
innate drive to impress a father that he had never known, and his
desire to find him, was pushed to the back of his mind. More years
passed while Mark learned the lessons from a failed business, went
back to basics, opened one small shop in Poole, and began the slow
and steady rise of the global high-street brand Lush.
*
'Dear John: The Road to Pelindaba' was published by Lush on 24th September
2018, in hardback (RRP £14.95).
You
can find it on uk.lush.com and all UK & Ireland Lush stores, and
it’s available to order in all UK bookshops!
Oh, also maybe check out the Dear John Gorilla perfume, also available at
uk.lush.com…
‘Mark Constantine’s ode to his own father, named John, was created before he ever met him. Made with one man in mind, but representative of the idea of how a man smells; a comforting, fatherly scent with notes of coffee, coriander, lime and tobacco. There was a moment during the creation of this perfume in which Mark recalls that he "suddenly realised that it was the way that I thought my father would have smelled."’
*
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