Lush leaving Social Media

Lush has relied heavily on social media to promote a number of prevailing issues, most notably animal cruelty and various environmental issues but have now decided to scale back their social media in the UK.

By Noman Kenneth, 10 April 2019


One of the most well-known and vocal cosmetics brands in the country is quitting social media, Lush announced that they will start to scale back social media activity. The company, which sells soaps, bath bombs and other cosmetics led with the following statement and encouraged customers to get in touch via phone, email or through the website.

 “We're switching up social.⁣

Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣

Lush has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities - from our founders to our friends.⁣

We’re a community and we always have been. We believe we can make more noise using all of our voices across the globe because when we do we drive change, challenge norms and create a cosmetic revolution. We want social to be more about passions and less about likes.⁣

Over the next week, our customer care team will be actively responding to your messages and comments, after this point you can speak us via live chat on the website, on email at [email protected] and by telephone: 01202 930051.⁣

This isn’t the end, it’s just the start of something new.⁣

#LushCommunity - see you there”

Lush UK has over 200,000 followers Twitter, over 550,000 followers on Instagram and more than 420,000 page likes on Facebook.

Alongside LushUK, it is reported that Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla social media accounts will also be discontinued. However, the statement hints that there may be something more in the pipeline and the extent of that still remains to be seen.

It is not the first time a company has quit social media. In 2018, Wetherspoons called it quits expressing concerns around personal data misuse and the addictiveness of platforms; compared to Lush, it had a relatively small audience. Lush has relied heavily on social media to promote a number of prevailing issues, most notably animal cruelty and environmental issues.

Gone are the days when businesses and users could amass a following by simply posting high quality and engaging content. As more and more platforms change algorithms from organic to paid, and essentially from social platforms to advertising platforms, will we see an exodus of more brands follow Lush out the door?

We would love to hear your opinion – was this a good or bad move from Lush?

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