Jacqueline Traide, a 24- year-old performance artist and student, let herself be injected, shaved, humiliated and generally tormented on display at a Lush Cosmetics store in London Tuesday to highlight the abuses in common animal testing practices.

Horrified passersby and shoppers watched the display at the all-natural cosmetics franchise flagship store on Regent Store in London.

Traide, clad in a nude body suit, suffered through 10 straight hours of public torment to raise awareness for the cruel and inhumane testing practices animals are subjected to during laboratory tests for the cosmetics industry, reported NBC Chicago.

During feeding time, Traide was dragged to a bench with a rope tied around her neck. A man in a white lab coat stretched her mouth open with two metal hooks attached around her mouth with a strap. He pulled her head back by tugging at her ponytail and spoon fed her. The Daily Mail reported Traide looked terrified throughout the ordeal. By the time he was done feeding he, she was choking, gagging, and struggling to break free.

During her ten hour performance art experiment, she was given injections, smothered in lotions, and had a strip of her hair shaved off.

Onlookers on the street, buses, and cars took photographers and videos of the event.

Traide, an Oxford Brookes University student, volunteered to be tortured at the Lush Cosmetics store. The man in the white coat implementing the experiments was performance artist Oliver Cronk.

Cronk was silent throughout her 10 hour ordeal, but a Daily Mail reporter noted that she seemed nervous when taking interview questions.

She said she hoped the act would "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."

Lush, a handmade cosmetics company that advocates cruelty free animal testing, teamed up with the Humane Society International for the 'Fighting Animal Testing' campaign.

The campaign is being carried out in over 700 Lush shops in 47 countries including United States, Canada, India, Australia, New Zealand, South Korea and Russia.

Other Lush stores are participating in the campaign by gathering signatures for a petition, NBC Chicago reported.

The 'Fighting Animal Campaign' seeks to force the European Union to implement the Cosmetics Directive, a piece of legislation passed by Parliament that banned animal testing in 1993. For the past 30 years the legislation has been delayed again and again by cosmetic companies.

The Cosmetics Directive ban was delayed until 2013, when it will be up for discussion again. EU lawmakers are considering delaying the directive for another ten years.

More than 180,000 people have signed the 'Fighting Animal Campaign's' Cruelty Free EU 2013 Petition to have the legislation be implemented in full across the European Union.

"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," said Lush campaign manager Tamsin Omond to the Daily Mail.

Dr. Chris Flower, director general of the Cosmetics, Toiletries and Perfumeries Association said the Lush campaign gave a "misleading impression that cosmetic products are tested on animals for sale in Europe whereas the testing of cosmetic products on animals was banned in Britain in 1998 and throughout Europe in September 2004."

"It is a pity that Lush chose to run this campaign in a country where the testing of cosmetic products on animals is banned and which has the strictest animal welfare provisions regarding the use of animals for scientific purposes anywhere in the EU. It is a pity the campaign is directed at an industry that has done more than any other to develop and promote the use of alternatives," he said to the Daily Mail.