On April 8, Lush announced on its official Instagram, Twitter and Facebook accounts that it will be quitting several social media platforms in the U.S., saying, “We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed.” In the light of Lush’s announcement, they are disappointed with the increasing amount of misinformation and toxic content on social media, such as last month’s New Zealand mosque attack. Lush has successfully utilized social media platforms to promote its products’ reputation, and the company is known for its great environmental track record and refusal to test on animals. According to data collected by Time, Lush has amassed more than 200,000 Twitter, 570,000 Instagram and 400,000 Facebook followers. No doubt, Lush has made great social media achievements. Therefore, why did it decide to give up such a profitable section of its business strategy?
Following a “no advertising” policy, Lush prioritize users’ experience in its business strategies. So, on some level, quitting social media platforms is consistent with Lush’s core business strategy. Such action could enhance users’ confidence in Lush’s products and improve its reputation. In addition, a careful reading of the announcement indicates that Lush will not quit all social media platforms but only some in the U.K. In my view, from product design to business strategy, Lush always tries to be unique among its competitors, and its regulations on brand campaigns also reflect this strategy.