Why? Because they're 'tired of algorithms'
Words by Maisie Bovingdon
Lush has announced it is closing its UK brand social media accounts, because it is ‘tired of fighting with algorithms’.
The beauty brand – known for its vegan bath bombs and face masks – revealed its plans to ‘switch up social’ in a string of tweets earlier this week, in a bid to have more direct contact with their customers via email, phone or their website.
Speaking about their new plan on Twitter, which will see Lush UK’s Facebook, Twitter, and Instagram, as well as their Soapbox and Gorilla come to an end, although the label’s retail and Lush People accounts will remain. The company wrote:
‘We’re switching up social. 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.’
The statement 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’re a community and we always have been. 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.
‘This isn’t the end, it’s just the start of something new. #LushCommunity – see you there.’
A spokesperson for Lush exclusively told Marie Claire UK no jobs will be affected by this change, and they are excited for the future.
Lush UK’s Twitter account boasts over 202,000 followers, with over double on Facebook, while their Instagram followers have racked up to 569,000.
Lush North America however will not follow suit and will continue to be present on social media.
Well we weren’t expecting that.