Lush Switches Off Brand Social Channels to Focus on Real Voices

Cosmetics retailer Lush has announced that it will be switching off six branded social media accounts — including Lush UK — across Facebook, Twitter and Instagram.

At a time where many brands are still competing to have a top spot on social, Lush has decided it’s time to switch it up by switching off many of its social media accounts. Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla will all close, but accounts for North America will remain active.

In a statement, a spokesperson for Lush said: “Lush has always been made up of many voices, and it’s time for all of them to be heard. 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.”

According to Lush this bid to “cut out the middleman”between the brand and their community is in favour of social, which is “more about passions and less about likes”.

Lush leaves behind almost 570K Instagram followers , 420K page likes on Facebook and 200K Twitter followers.

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