Which social media platforms will Lush UK be closing down?

Lush UK will be shutting down its accounts across Facebook, Twitter, and Instagram. This includes pages like Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla.

What is the primary reason Lush UK is closing its social media accounts?

The company stated disillusionment with algorithms and 'pay-to-display' policies that dictate how their content appears in customer feeds. They want to avoid limiting conversations to one place.

Will all Lush's social media accounts worldwide be closing?

No, only Lush UK's accounts will be closing for now. The article states that Lush's US accounts will remain active for the time being.

General

Lush UK to closing down most social media accounts

By Sarah Chen

1 min readUpdated Apr 11, 2019Apr 29, 201911:04 PM

In this article (5)

Beauty and well-being retailer Lush UK will close its social media accounts this week, citing disillusionment with the algorithms and pay-to-display policies determining how they appear in their customers’ feeds.

The firm will shut down Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla across Facebook, Twitter and Instagram. US accounts will remain active for the time being.

Lush will instead attempt to connect with followers via its website chat feature or through more traditional means of communication, although it may still work with social media opinion leaders to provide “an opportunity for our customers to connect one-on-one with people within Lush”.

The shutdown will silence Twitter, Facebook and Instagram channels followed by hundreds of thousands of fans.

“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,” the firm announced.

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What this means

Lush UK's drastic exit from key social media platforms is a bold, albeit risky, bet on direct customer engagement. This pressures other beauty retailers, particularly those reliant on 'pay-to-display' models, to re-evaluate their own digital spend and customer outreach. While Lush's US accounts remain active, suggesting a phased approach, the UK move challenges the widely accepted notion that a strong social media presence is indispensable. The firm's pivot to website chat and influencer collaborations is a direct response to perceived algorithm limitations, aiming to foster deeper, more authentic connections. This could work if their brand loyalty is strong enough to drive customers to owned channels, as seen with some luxury brands. The key will be monitoring their customer acquisition cost versus direct sales metrics in the next six months.

Sarah Chen

Questions & Answers

How does Lush UK plan to communicate with customers after closing social media?

Lush UK intends to connect with customers via its website chat feature or through more traditional communication methods. They may also work with social media opinion leaders.

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