Lush UK Washes Social Media Down The Drain
Lush abandons social media: it’s ‘getting harder’ to talk to customers
Lush is stepping away from social channels in the UK. It will instead direct customers to its website, email, and phoneline for one-on-one conversations while also increasing its emphasis on influencer marketing over social.
Tubular Labs told The Drum that in 2018, Lush’s Facebook and Instagram channels garnered more than 10m video views. Furthermore, it found that these accounts had an average of 42% growth, month on month, indicating success in reaching audiences with its content on the surface.
A senior Lush spokesperson hinted at an increased emphasis on influencer marketing in place of the social platforms, telling The Drum: “You’ll start to see the rise of Lush personalities online. This isn’t a replacement for the brand channels but an opportunity for our customers to connect one-on-one with people within Lush based on the various categories.”