Lush has announced a strategic move away from social media, as it states it is getting ‘harder’ to talk to customers, and is ‘switching up social’ to redirect customers to its own website.
Blaming the constant need to fight algorithms making it hard to have a conversation, the brand has said it will talk directly to its consumers on its own website as of next week, using a live chat function.
While the North American sites will remain open, the brand is closing its Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla Twitter, Facebook and Instagram accounts.
Taking to a statement, the company said, “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 brand social channels – Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla across Facebook, Twitter and Instagram – and open up the conversation between the Lush Community and us instead.”
While Lush acknowledged that the move can’t yet be supported in all markets, it continued, “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 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.”