When social media stops being lush

This week cosmetic brand, Lush, announced they would be closing their UK social media accounts because they want  ‘social to be placed back in the hands’ of their communities. With an online community in excess of 1.2 million, it’s a surprising move, especially  given how many companies have done the complete opposite, and chosen to put all their bath bombs in the digital basket, the decision has left many asking what the heck are they playing at?

Lush is high street firm favourite

The British brand has grown massively over the last few years, with their distinctive smell permeating the air of many highstreets. With sell-out products becoming firm favourites with media editors and bloggers alike, they have developed a strong customer base both here in the UK and US.

The bold move by Lush states that they will still be engaging socially through the use of hashtags, which is likely to include influencers, PR campaigns and third-party activity. So, is this a cost saving exercise that will ultimately involve others simply doing the work for them? Lush states its decision is in part due to their reluctance to play Facebook’s algorithm games. They are ‘tired of fighting to appear in feeds’ reflecting a general industry sentiment against the social media giant and the death of organic reach.

It’s worth stating, not every business needs to be on social media, or certainly not on every platform. By having a good understanding of your customer base and the market you operate in through regular research and feedback, it can help you determine where you put your time, effort and resource, as social media is very resource heavy. Even if you avoid paying advertising fees, ensuring you provide your online community with effective, relevant content, and being present to engage in a genuine dialogue does require investment, commitment and focus.

Lush now joins an increasing number of high-profile businesses who have put their head above the precipice and turned their back on social media. J D Wetherspoons closed their accounts last year due to concerns on personal data misuse and the addictive nature of platforms, and DPD appear to have stopped using their social platforms, with last updates made in October and November 2018. Is this short term thinking? Possibly. Are they neglecting their customer base? Most likely. Will they see a reduction is sales? Unlikely. And there is the argument. It is very unlikely J D Wetherspoons lost much custom from not being on social media. DPD’s accounts were used primarily as a customer service platform that possibly can be addressed more effectively through other means.

The real test as to whether this was the right strategic choice for Lush will be the impact on sales. With retailers facing their toughest time in years, Lush removing itself from an engaged market place is an interesting move and one which many will watch with interest as to where they go next.