Lush Cosmetics is leaving social media

…At least some of them, at least for a while.

The news sounds less dramatic this way, but the brand's move is less dramatic if we are aware that the same thing happened in 2019 when they decided to withdraw from social networks because they were "tired of fighting the algorithm" and wanted to communicate directly with their consumers. While it is true that the fight with the algorithm can be tedious, it seems that the motivation was at least partly paradoxical because social networks allow the brand to communicate directly with a large number of its users, which can help them get relevant feedback and make more personalized contacts.

The reason why Lush is leaving Facebook, Instagram, TikTok, and Snapchat after Thanksgiving, when many brands are stepping up pre-holiday marketing, is allegedly concern about safety and the harmful impact that social networks have on physical and mental health, especially on the younger population.

The story of this influence and the steps that the companies behind social networks have to take to fix the situation makes sense, but Lush seems to be falling into the trap of semi-logical statements once again. Despite the fact that they have decided to delete their channels on these networks, Lush intends to keep Twitter and YouTube, which means that they will not completely disappear from the digital world.

The primary users of the products of this brand are allegedly millennials and Gen Zers, which is why the message they are trying to send is even louder. Lush is a brand that creates organic, cruelty-free products, and has previously fought for important social and environmental issues, so an attempt to speak about this topic is expected.

Jack Constantine, chief digital officer and product inventor, said he created his bath bombs to help people disconnect and take a break from everyday life, while social media doing just the opposite, forcing us to constantly scroll and never switch off nor rest.

It remains to be seen how long Lush will stay on the break, as well as whether more brands will decide to make a similar move.

Source: CNN Business