The social networks represent a fertile ground for companies in terms of marketing . Advertising of products, promotions, collaborations with other brands or influencers, social portals are a space that opens up great possibilities. Connecting and interacting with followers , so that they can become customers, is the main objective of the business strategies that in recent times focus a lot on this aspect of marketing. However, this does not apply to all brands. Lush recently announced to abandon (almost all) social networks.
Lush is a British natural cosmetics brand , which focuses heavily on the ethical and environmental side to stand out from the competition and create its customer community. On the official website we learn that Lush products are unpackaged, fresh and handmade, not tested on animals and 100% vegetarian . The brand has embraced its values and is proud of them, to create a solid base of international customers with similar ideals and to differentiate itself from the competition.
“We would never ask our customers to meet us in a dark and dangerous alley, but some social media platforms are starting to seem like places no one should be encouraged to go” these are the statements of Lush . The cosmetics brand claims that something has to change . The hope is that best practice guidelines will be introduced and that the law will intervene to support international regulation . “But we can't wait. We feel compelled to take our actions to protect our customers from the harm and manipulation they may experience while trying to connect with us on social media. So Lush will withdraw from Facebook, Instagram, TikTok and Snapchat , until these platforms are able to provide a safer environment for their users, “the blog reads.
For the company, this is not the first attempt to move away from the world of social media. On the Lush blog reference is made to 2019, when the British company had stopped posting on Facebook and Instagram due to concerns related to the control that these social media had on people. The pandemic and 2020 had restarted the marketing mechanism on social media . Also in the same year Lush attended “ Digital Detox Day – to support the need to put down our devices for a full day and focus on our mental health.” The success of this initiative had once again planted the seed of doubt, fueled by the scandal that swept Facebook this year. In particular, the statements of former employees and the documents that emerged regarding the damage caused by Mark Zuckeberg's social network and the immobility of the company.
“I have spent my whole life avoiding putting harmful ingredients in my products. There is now overwhelming evidence that we are put at risk when we use social media . I am not willing to expose my clients to this damage, ”said Mark Constantine, co-founder, product inventor and CEO. “As the inventor of bath bombs, I put all my efforts into creating products that help people switch off, relax and pay attention to their well-being. Social media has become the antithesis of this goal, with algorithms designed to keep people always active and prevent them from turning off and relaxing “he added.
Lush, however, does not completely disappear from the network . The channels YouTube and Twitter will remain active and customers can still interact and stay in touch with the brand. The choice fell on these platforms precisely because the various likes, subscriptions , etc. are not necessary. While waiting to find new channels to communicate, the ethical cosmetics brand hopes to launch a digital revolution , hoping to have a positive impact on digital and social change. A courageous and counter-current choice, but which is nevertheless based on solid ethical foundations. The reasons expressed are well argued and in line with the company philosophy. It remains to be seen how the brand's community across the globe will react.
