Remember Lush and its incredibly addictive bath bombs, that smell that can attract you from 1 mile away, and those incredibly friendly shopping assistants?
Lush UK recently announced it is leaving social media behind. Bye bye Twitter, see you later Instagram.
Why is that, you may ask?
The company announced earlier this month that it would be moving away from its online channels, which includes Facebook, Inst, gram and Twitter.
“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, Instagram)
With a whopping 202k followers on Twitter and 569k on Instagram – the marketing team at large announced the decision by posting a statement to its social channels detailing why the company is making this change.
We want social to be more about passions and less about likes.
What about customer service?
Customer service will be handled via more traditional methods, such as email and phone, and new products and ranges will be unveiled via the company’s email newsletter.
“We’ve always believed direct relationships with growers, producers and customers are best” LUSH explained to Cosmopolitan UK. “It’s why we have lots of staff in store, a large customer care team, and a buying department that works with suppliers first hand.”
However, the company believes that ditching its social presence will place Lush “back in the hands of our communities”. Lush is encouraging fans and customers to join in the conversation about its departure by using the hashtag #LushCommunity – which I am not 100% sure if it’s an ironic move or a way to make the most of their online spokespersons and influencer community.
LUSH explained how “in line with this change in our strategy, you’ll start to see the rise of LUSH personalities online. This isn’t a replacement for the brand channels but an opportunity for our customers to connect one-on-one with people within LUSH based on the various categories.” (Cosmopolitan)
Deleting social media to allow their online community to promote their brand on social media?
The jury is out on this one, but I am truly interested to see what this means for the brand.