“We wouldn’t ask our customers to meet us down a dark and dangerous alleyway – but some social media platforms are beginning to feel like places no one should be encouraged to go,” says Jack Constantine, CDO at Lush on the brand’s decision to quit social media.
The global bathbomb and cosmetic chain will be turning its back on Instagram, Facebook, TikTok and Snapchat until the platforms take action to provide a safer environment for users.
In a statement to media, Lush CDO Constantine advised the brqnd was inspired to pull activity on the platforms following whistleblower allegations on the harmful algorithms the platforms use.
“As an inventor of bath bombs, I pour all my efforts into creating products that help people switch off, relax and pay attention to their wellbeing,” Constantine said.
“Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling and stop them from switching off and relaxing.”
“Something has to change. We hope that platforms will introduce strong best practice guidelines, and we hope that international regulation will be passed into law. But we can’t wait. We feel forced to take our own action to shield our customers from the harm and manipulation they may experience whilst trying to connect with us on social media” reads the statement.
It’s not the first time the cosmetics’ giant has attempted to ditch social media. In 2019 Lush stopped posting to Facebook and Instagram over concerns on how much control the platforms had on how many people and which people received content. At the time Lush said “the idea that a main route of communication with our customers could be regulated by a third party was worrying”.
During 2020 the brand returned to limited socials as a way to continue to communicate and service customers during lockdown. That same year, Lush also partnered with IAMWHOLE and Zoe Sugg in Digital Detox Day – to advocate for putting our devices down for one whole day and to focus on our mental health.
Lush will continue to operate on Twitter and YouTube.
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