We will cancel it, the bosses of the British cosmetics brand Lush have announced. So it does not mean its brand, but its profiles on major social networks. From Friday, Lush will not be on Facebook, Instagram, TikTok and Snapchat.
The company, which leaves the networks at the moment when pre-Christmas sales and advertising activity culminates, wants to draw attention to the harmful impact of networks on the mental health of people.
The plan covers all 48 countries around the world, including the Czech Republic, where Lush operates. This brand, which is known not only for its organic cosmetics but also for promoting sustainability and various social causes, is popular mainly among Generation Z and millennials, who are very active on the networks. But Lushi doesn’t like the way networks work.
“We put all our efforts into creating products that help people turn off, relax and take care of their well-being. Social networks are in direct conflict with this. Their algorithms force people to scroll and watch more and more posts, and they prevent them from turning off and relaxing, ”says Jack Constantine, who is in charge of digitizing and inventing new products at Lushi.
But Lush, who will remain on YouTube and Twitter and also wants to communicate more with his customers through newsletters, is not the first company to run away from social networks.
Surprisingly and without warning, the luxury brand Bottega Veneta of the fashion colossus Kering disappeared from them in January this year. In June, another luxury fashion brand Balenciaga thoroughly lubricated its Instagram and has been doing it regularly ever since. Louis Vuitton took a similar step.
“It simply came to our notice then. Brands copy the long-term trend of users. They started leaving Facebook because they got toxic and full of ads. The same thing happens on Instagram. Companies that choose to show that they are strong, independent and want to go their own way. However, not every company can afford it, “says Tomáš Pohl from the Justmighty agency.
Although he thinks that this is indeed the beginning of a new trend, according to him, its more massive expansion will take a few more years. No such example is known in the Czech Republic so far. “The companies that go into it will partially move to other channels, but they will not disappear from social networks completely. They will pay even more attention to influencer marketing, “says Pohl.
“The brand still plans to stay on YouTube, Pinterest and Twitter. The forces also plan to stretch in newsletters and offline events. So I don’t see it as a departure from the networks, but rather as a reassessment of the current marketing strategy. I understand their marketers. A strong statement will attract a lot of attention, “comments Michaela Losekoot, co-author of How to Network.
But for Lush, it’s also a real risk and possible huge losses. It has four million followers on its Lush Cosmetics North America page on Instagram alone, and over a million people follow it on Facebook.
“We already know that we have potentially lost £ 10 million in revenue and must be able to recover it,” Jack Constantine told the BBC, adding that Lush now plans to stay offline all year.
For luxury fashion brands that are moving in a similar direction, the impact of the pandemic and the fact that there are fewer people shopping abroad in the world also play a role.
“All brands need to fundamentally rethink who their customer is, what they want and how to talk to them. Online communication is also important for traditional brands and, for example, leaving social media may be more of an effort to be different than awareness, ”says Denisa Hejlová, who leads marketing communication at the Faculty of Social Sciences, Charles University.
In addition, according to surveys, it manages to reach a wide audience for luxury brands through Instagram, but sales do not match. And so, for example, Bottega Venet’s decision to leave social media may be the beginning of a new trend for luxury brands, which fail to attract the right people on the networks. Cases like Lush are now likely to increase slowly.