Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
In November last year Lush made the decision to walk away from Facebook, Instagram, TikTok and Snapchat, citing safety concerns, particularly regarding harms to young people. It was the second time the cosmetics and soaps retailer had attempted to leave social media, the first being in 2019.
Its first attempt was short-lived, with the onset of the pandemic in 2020 driving Lush back on social media amid unsure times and store closures. But this time the business remains convinced it has made the right call, and one year on still has no plans to go back onto the platforms.
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High street and shopping centre footfall may be in long-term decline, but beauty retailer Lush believes it can offer an experience that will drive customers in-store.
Chief digital officer Jack Constantine tells Marketing Week about the beauty retailer’s plans to come off social media for the second time, why it has decided to make a stand and what went wrong the first time round.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the launch of Spotify’s ‘Wrapped’ to discovering which Christmas ads topped the effectiveness rankings, it’s been a busy week. Here is my take.
The effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
When marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
A braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
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