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  • Lush has stopped using its UK social media accounts
  • Lush has stopped using its UK social media accounts
    Lush (2019) ©

Lush: speaking to fans away from social

In April 2019, bath bomb aficionado Lush declared it would be suspending its UK social media accounts. As people begin to experience ad fatigue – and brands become slaves to social media algorithms – how is Lush building real relationships with its community of #Lushies?

Location United Kingdom

In April 2019, Lush took to its Instagram account to share some news. Much to the surprise of customers and competitors alike, the handmade cosmetics company revealed that it was breaking up with its 989,000 users. [1] “Increasingly, social media is making it harder and harder for us to talk to each other directly,” a post from Lush’s Instagram account reads. “We are tired of fighting with algorithms… 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.”  ...



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