(Bath) Bombshell: Lush is Saying Bye to Social Media … Again

Ally Feiam By Ally Feiam | 24 Nov 2021

Lush is making a bold move against Facebook and other social media platforms. But wait a minute, haven’t we heard this before?

The retailer will keep its social media accounts, but won’t be posting on them anymore, specifically on Facebook, Instagram, Snapchat and TikTok. However, it will keep up with its Twitter and YouTube.

Lush is officially ‘turning its back’ on social media until they ‘take action to provide a safer environment for users’. The retailer will be halting social media posts on all platforms across the world.

In a statement shared on its website, Lush explained that customers will still be able to contact them via these channels, but they are taking a stand against the Facebook whistleblowers.

“We believe that tech should be built for the greater good and impact positive social change, and have campaigned for this over the years,” the statement read.

“Our resolve has been strengthened by all the latest information from courageous whistleblowers, which clearly lays out the known harms that young people are exposed to because of the current algorithms and loose regulation of this new area of our lives,” it continued.

“We wouldn’t ask our customers to meet us down a dark and dangerous alleyway – but some social media platforms are beginning to feel like places no one should be encouraged to go. Something has to change. We hope that platforms will introduce strong best-practice guidelines, and we hope that international regulation will be passed into law. But we can’t wait. We feel forced to take our own action to shield our customers from the harm and manipulation they may experience whilst trying to connect with us on social media.”

But wait a minute, haven’t we already seen Lush remove its social media platforms? Yes, we have.

In 2019, Lush UK announced it would be removing its social media platforms, as they were ‘tired of fighting algorithms’ and didn’t want to pay to appear in customers’ newsfeeds. At the time, the Australian leg of Lush said they had no plans to remove their social media platforms. The news resulted in some backlash from users, highlighting the lack of proper explanation for the move.

The retailer ended up returning to social media a year after its announcement.

Interestingly, the retailer mentioned this in its statement, citing FOMO as the reason for its return. “Like so many teenagers have experienced before us, Lush has tried to come off social media, but our FOMO is vast, and our compulsion to use the various platforms means we find ourselves back on there, despite our best intentions,” the statement read. “So here we are again, trying to go cold (plant-based) turkey. Having previously attempted this in 2019, our resolve has been strengthened by all the latest information from courageous whistleblowers, which clearly lays out the known harms that young people are exposed to because of the current algorithms and loose regulation of this new area of our lives.”

See the Lush Instagram post from 2019 below. 

 

View this post on Instagram

 

A post shared by LUSH UK (@lush)

Jack Constantine, the CDO and Product Inventor at Lush, social media platforms counteract what the retailer aims to achieve, which is to relax and unwind.

“As an inventor of bath bombs, I pour all my efforts into creating products that help people switch off, relax and pay attention to their wellbeing,” he said. “Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling and stop them from switching off and relaxing.”

It will be interesting to see what comes from this protest.

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