Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Lush has stopped using its UK social media accounts
  • Lush has stopped using its UK social media accounts
    Lush (2019) ©
CASE STUDY

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

Scope
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.”  ...

Canvas8

Related

  • Article image How are beauty brands going beyond skin-deep?

    The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.

  • Lush scales back social media to combat ad fatigue Lush scales back social media to combat ad fatigue

    After a posting a statement on Instagram at the start of April, beauty brand Lush has made commitments to reduce its social media communication with its community of #Lushies. As people become ad fatigued and wiser to branded content, the move marks a new type of brand relationship.

  • Article image Why digital advertising leaves people underwhelmed

    Online advertising has transformed from once-static, clickable images to targeted messages that follow people as they browse. Canvas8 spoke to Don Marti, a Mozilla strategist and Nudgestock speaker, to learn how this evolution has impacted the perception and effectiveness of digital ads.

  • Article image You’re talking to me? The science of targeted ads

    Advertisers are always seeking ways to catch the consumer eye, and they’re now moving beyond tailoring messages merely based on age and gender. Canvas8 spoke with Christopher Summers, assistant professor at the Darla Moore School of Business, to find out why behavioural targeting really sells.