From November 26, 2021, global fresh and handmade cosmetics brand Lush will suspend its Facebook, Instagram, TikTok and Snapchat accounts in the 48 countries where it operates until these platforms become a safer environment for the people who use them.
"As with our approach to the climate crisis, we want to make sure we don't wait for others to take action. It's not about being aware of the problem, but rather about changing our own behavior to address these issues now. As a leader and pioneer of the cosmetics revolution, Lush once again wants to make a difference and lead the way."says the brand in a press release.
A turbulent "Story" between Lush and social networks
For several years now, Lush has been expressing concern about the harmful effects of social networking. These concerns have already led to various actions by the brand in recent years. In April 2019, the brand paused its social networks in the UK, tired of fighting against algorithms that condition what the Lush community can and cannot see. At the time, the brand denounced the overpowering power of certain platforms when it came to content moderation and visibility. Following the withdrawal of Lush accounts from several social networks in the UK, its social presence in the country was put back in the hands of the Lush community and its founders.
"As as the creator of Bombes de bain, my priority is to offer products that help you disconnect, relax and take care of your well-being. Some social networks have become the antithesis of this goal, with their algorithms designed to encourage people to scroll eternally, without taking a single moment to disconnect and relax."says Jack Constantine, Lush's Digital Director.
"I've spent a lifetime avoiding the use of harmful ingredients in my products. The risks of social networking for us are now more than proven. I refuse to expose my customers to these risks; it's time to withdraw this ingredient from our formula".says Mark Constantine, co-founder of Lush.
For all that, Lush will not become completely anti-(social network). The brand says it wants to find new ways to connect with its users and build better communication channels, while continuing to use the ones we can trust to keep inspiring its community safely.
Digital content redesigned for better community interaction
Lush is taking advantage of this new digital departure to interact differently with people who are looking for inspiration, who want to follow the latest news or simply immerse themselves in the brand's universe. To achieve this, Lush is setting up a brand-new program with ever more original content to be found on Youtube in particular, and no need to subscribe or "like" continuously: all you have to do is consult the videos! Lush wants to go even further in sharing its beauty expertise, values and inspirations on a daily basis, by setting up regular meetings and offering resources open to all, which will have a positive impact on everyone who discovers them.
