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Thecompany left socialin 2019 but returned when the pandemic struck in early 2020.
Courtesy Lush Cosmetics/Design by Bella Geraci
This time, though, the departure looks like it’s permanent.
Almost two years later, they havent looked back.
To even the most dedicated Lushie, this news ancient by internet standards might come as a surprise.
So whats actually happened?
The brand still regularly posts on YouTube, where theLushandLush Cosmetics North Americachannels have almost 600K followers combined.
The brand was active on TikTok before November 2021, but no longer posts toits official account.
The decision, Baker says, comes down to the platform and the ethical considerations in being there.
In other words: The algorithm can suck in myriad ways.
But this isnt just a case of Lush standing up for whats right, profits be damned.
On Reddit,r/LushCosmeticshas over 82,000 members.
Who needs full-time staff when you have a data pipe of fans creating content in exchange for free product?
This, Baker says, is definitely not true.
Layoffs werent even a consideration, according to Baker.
We didnt even have a press office in North America until last year, Baker says.
We also know that UGC [user generated content] for us is super important.
So how are we getting the products into our customers' hands?
What are we doing in terms of sampling activations?
(The officialOne PieceInstagram accountpromoted the collection.)
Its biggest partnership to date was with Nintendo Illumination and Universal.
Has abandoning Meta impacted Lush’s business?
As of now, the company cant say for sure if sales were impacted by leaving Instagram and Facebook.
But what about the millions the CEO estimated that Lush stood to lose?
In other words, it was an educated guess.
And we are definitely known for making the best gifts at Christmastime.
When people are looking for something, it’s like, Yes, going to Lush.
In fact, 2022s holiday season was Lushs biggest.
So, should other brands do this?
It could also be said to be relatively half-assed.
(Are you on Bluesky or Mastadon yet?)
Consumers concerns with ethics and transparency are coming to the forefront.
Its being so clear with its stated strategy and then the actions to back it, she says.
Lush also regularly partners with larger nonprofits.
Someone asked me, How does [advocacy and activism] affect the bottom line?
says Pickard of the separation between the companys charity work and its profits.
Thats not my job.
I dont have to worry about that.
