'Utterly baffling': adland on Lush's move to ditch social
“Bizarre” was how many people described the announcement this week by cosmetics chain Lush to close down a bunch of its social media accounts.
The company, famous for its fizzing bath bombs and handmade soap, said it was “tired of fighting with algorithms” and refused to pay to appear in news feeds. “Increasingly, social media is making it harder and harder for us to talk to each other directly,” the company said.
To that end, Lush has scrubbed itself clean of Facebook, Twitter and Instagram and has asked its 1.2m followers to stay in touch directly via its website’s live chat, email, or – good heavens – the telephone.
Is this more clever PR and marketing - the company is certainly not shy of taking risks on that front, given last year’s campaign calling out undercover policing - or something more deep rooted and genuine, with the potential for other brands to follow suit? Our experts (and a few Lush customers too) share their views.