Humans have a capacity for destruction that is truly frightening, especially when we believe we will get something from it. For a while now a social meme has made the rounds that shark cartilage prevents cancer. Of course, this has as much basis in reality as Rhino horns enhancing virility. Still, millions of sharks are being killed every year to support the market demand created by this vague hope (not to mention the demand for shark fin soup).

Lush Handmade Cosmetics staged a performance art piece to support the Sea Shepherd Society. Run by activist Paul Watson, the group is raising awareness that this mindless destruction of another species must be outlawed. The destruction of a key component of the ocean’s food chain will have consequences. Like global warming though, those consequences will take a while to manifest themselves.

Shoppers on Regents Street in central London likely got more than they bargained for this afternoon. In a dramatic illustration of how sharks are caught and killed for their fins, Alice Newstead, performance artist and former employee of LUSH Fresh Handmade Cosmetics, voluntarily had her skin pierced with actual de-barbed shark hooks and hung suspended from the ceiling in the window of one of LUSH’s busiest shops for all to see.

Today’s film Friday documents the Lush performance art campaign. Warning: If you are squeamish you might want to pass on viewing this video.