April 9, 2019

Lush Cosmetics UK Shuts Down Instagram Account and Possibly Other Social Media

Lush Cosmetics UK announced they are they are closing their Instagram account and maybe other social media accounts as well. According to them they are tired of “fighting” with algorithms and and they don’t want to “pay” to appear in feeds so, they are going to switch things up and bid a fond farewell to some of their social media outlets.

Lush UK has a very, very long and rich history in being very one on one with their customers and fans. Their forum has always been a popular gathering place for fans to interact with each other but also, with Lush founder “Big” Mark Constantine, Aunitie Pamela (No, not the Bubble Bar, the person), and of course, Hilary, Lush’s Ethical Director. All of which have appeared on the Lush UK Forum to chat, goof around, and gather with Lushies! The forum was massive 10 or more years ago and it’s still a pretty popular spot for Lushies to gather.

Of course, many things changed with the popularity and the introduction of certain social media platforms. Forums, IRC, BBS Boards, Chat Rooms, they are all dinosaurs compared to how we currently communicate on the Internet. Not to mention we live our online lives a lot differently than we did ten plus years ago.

Lush isn’t alone struggling with algorithm changes. It’s something small bloggers like myself battle with daily. As soon as Google starts brewing up a new algo change I hold my breath and hope for the best. That small (or large) change can make or break me. I’ve already feeling the ripples of the last update. It’s not fun. The same goes for any algo changes experienced across Facebook, Twitter, or more recently Instagram. Like any business, social media is out to make money and they want you to pay to reach your fan/consumer base! It makes sense. It’s a good business model but it’s also one that not every blogger, influencer, or brand can afford.

Not everyone is on board with Lush’s choice to close down certain social media accounts. They feel like it’s putting people out of work! Their PR or Media Team might get fired. However, we actually don’t really know if they even have a PR or Media Team that handles those accounts. Lush has always run like a small business so, it is possible that they don’t have an entire PR team running their accounts. Other people hate the idea they won’t be able to interact with Lush daily on their favorite social media platforms. And some thing Lush is being cheap and even childish cause they can’t deal with an algo change.

I’ve dealt with some crappy algo changes in my day. Panda, Fred, the MFU (Mobile Friendly Update), and of course, the many updates across Facebook and Instagram. I haven’t yet let them get me down. So, in some ways I’m sort of mad at Lush for saying well, “You did an algo change WE QUIT! WE can’t work like this BYE!” If I had that attitude I probably wouldn’t be blogging anymore. I keep chugging, I keep fighting the good fight, and I do my best to navigate through the storm of a severe or minor algo change. I wish Lush felt the same.

Lush has actually decided that if you want to chat (aka ask questions or have comments or concerns) you can use their live chat on their website, email them, or reach out via phone (remember, long distance charges applies to calls made in the US to the UK).

I think they are harming their business by closing down social accounts. I think they should have stuck with it. Reaching some fans if not all is better than nothing at all. You can hope that the people you do reach will share your content with friends and family because that’s ALWAYS helpful to bloggers, small business, etc…!

I think if Lush made this choice based on wanting to be more personal with their fans I’d have had a lot more respect for their choice. I feel like brands on social media are very aggressive and sometimes even ridiculous or offensive. If Lush said, “Hey, we want to interact with you one on one so we’re outta the social scene!” I’d have said, “WOW! Good choice!” But instead they are being a bit immature and having a tantrum of sorts because things aren’t going the way they want. Like I said, Instagram is a business just like any other business. They have overhead like anyone else, they have to pay huge server bills I’m sure, along with employee salaries, etc..plus they want to make money! And they do that by charging small businesses, larger influencers, bloggers, etc..to reach their following. I don’t resent them for that. Lush probably shouldn’t either.

What do you THINK?

Do you think Lush should keep chugging along on social media even if algo updates crush their following?

Or did they make the right choice by just closing up certain channels in revolt?

Note: Lush USA is open for business! None of their social media accounts are closing down (they have addressed this on their social media accounts)! Lush UK is the only one that made this announcement.

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Hollie

    I barely even use Instagram anymore. Ever since Facebook bought it, I have stopped scrolling through multiple times a day. I used to see friends’ things, IN ORDER. Those were the days.

    Now it’s AD AD AD AD with old photos mixed in. Drives my OCD batty. I will hop on and cute-ify a picture of my pets for Facebook, look at the first few photos, then I’m out.

  • judy

    Hey Muse!

    Maybe Lush backing out of social media can be a good thing. If more big brands aren’t willing to pay Facebook, Instagram, etc for coverage and crappy algorithms, then social media will have to be the one to change for the better, or else risk losing its customer base! This can be a huge win for smaller brands, influencers, and bloggers like yourself. Of course, in an ideal world, this is how supply and demand SHOULD work. As you said, you and many brands are willing to pony up the money and chug along. I doubt social media will change anytime soon at the rate its going. I applaud Lush, but I’m concerned that it’s not the best realistic business move.

    • Isabella Muse

      Hi Judy! If Lush was doing this as a way to say, “Hey! We really just wanna be one on one with our fans and not have to deal with a middleman!” I could respect that but I’ve dealt with so many crappy algo changes and I just chug through it and fight as best I can without paying facebook, instagram, etc a dime! I wouldn’t just pull out because algo isn’t working in my favor! I think Lush should consider doing the same. No win for us sadly, as the algo pretty much applies to everyone so even if bigger brands starting dropping off you’d still have to deal with algo updates that don’t really work in anyone’s favor unless you shell out $$$ to advertise. Social media is def not going to change! They are in the game to make $$ it’s a business like anything else so, really I don’t think they’ll wake up one day and decide a change for the better of brands would be a good idea. In some ways, this actually works in consumers favors as if larger brands do move off social platforms you won’t be as bombarded as much with their aggressive and sometimes annoying tweets/grams/etc…!

  • MDW

    Sooo….. LushUK is doing a BREXIT?! Ha! But, ya, was thinking about how aggressive Lush is in general but LushUK don’t wanna play when things are difficult for them.

    • Isabella Muse

      LOL! pretty much! aggressive in stores not so much on social media I don’t think? I love Lush, don’t get me wrong, but this feels immature to me! I mean sometimes we gotta roll with the punches! I respect they don’t want to pay for ads but still reach the customers you can you know?

  • Christina

    I think it’s fine. I do agree that reaching some people is better than reaching nobody, but for them to close their social media probably means they’re not generating the sales they want despite marketing on social media. We don’t really know how well the company is doing overseas, so we can’t say how this will affect them. If they already have their brick and mortar stores and they sell in other department stores and various online outlets, I think they’ll be fine. People who buy from them already will still buy, and things spread by word of mouth or other people’s social media accounts. I know of Lush, have known about them for years, but I don’t follow them on social media or purchase from them, but I somehow miraculously know about all their new releases from other people.

    I am curious what platform they’re shifting to, though. Are they really just going to use their live chat on their website? What medium are they using for advertisement? Seems really unusual to me.

    • Isabella Muse

      You’re likely right but I actually feel like quitting isn’t a great option either especially if they have a stronger millennial following. They actually have their own stores but don’t sell to other other stores. It’s true, Lush is a word of mouth sort of thing! Ten plus years ago no one knew a lot about Lush but word spread via blogs, forums, etc…! Without the need for social media intervention. I do still think shifting away from social media is a mistake though! Live Chat on the website is great but that’s for like order info and stuff! Not like you’re going to hang out and chat with employees all day loL!

      • Christina

        “Not like you’re going to hang out and chat with employees all day.” Haha! That just kills me. Yeah, that would be so hilarious.

        • Isabella Muse

          But they make it seem like that’s what you’d do in their post. “We have live chat for one on one time” Like what am I going to hang out on the lush site and chat with an employee! “Hey what’s up how about that bath bomb?” “What should we have for lunch today?”

  • catazure

    The Lush Message Board/Community was ruled by a clique with quite a few bullies some years ago and I got sick of it and stopped visiting. I hope they’ll devote some time to cleaning that area up now that they don’t intend to “play” on FB/Twitter/Insta. BTW, I follow you on the platforms that I have time to track and try to ‘like’ all of your posts. I think your advice is solid 🙂

    • Isabella Muse

      thank you SO much! That means more than I could ever tell you! I haven’t visited in a very long time! How sad it was ruled by a bunch of bullies 🙁 I remember a few on the Lush NA board as well that thought they were rulers of the forum! Sort of takes the fun out of it all 🙁