Cosmetics firm abandons social media (Update: sort of)

If this is a trend, it’s one worth keeping an eye on: Lush UK, the cosmetics firm famed for its stinky shops, has decided it can’t justify paying to get into newsfeeds with ads. And, attempts to arrive there organically are apparently not worth it either.

Why is this important? If brands don’t find value in being in a newsfeed, it’s because they know customer attention has shifted elsewhere. And, from what we know about shifts in how youngsters in particular are using social media, Lush is probably making a solid call. Replicate this across many advertisers and the networks have a problem on their hands.

The issue will be exacerbated by the growth of very good tools to interact with customers via a company’s own website. Hence, this:

So, Lush is saying: we don’t care about ads on social media, and we don’t care about customer service either—because we have better ways to achieve all that.

As I say, an interesting trend.


Have just seen this by my colleague Zoe Kleinman suggesting it’s a pivot, rather than all-out abandonment:

[Lush] also hinted that it would be trying a new social approach – and it suggested a hashtag for those wishing to chat with it.

Mike Blake-Crawford from marketing agency Social Chain said the hashtag hinted at “more work with influencers”.

“The challenge for me is how they adequately capitalise on this conversation without a centralised social media ‘home’ for their products and campaigns,” he said.