Most recently, cosmetics brand Lush faced a high-profile scandal involving an Instagram blogger.
The Russian SMM managers of Lush refused the request of the “feminist blogger” to provide a set of cosmetics for the company for testing. Some considered the company's response boorish, after which a flash mob began on social networks: many popular bloggers and ordinary users turned to well-known brands with requests to provide any goods and services for free. In Russian social networks, the story has become a popular meme and many jokes have appeared with a post in the format “Hello. I am someone. I would like to receive something and tell about it in stories "and the blogger's hashtag #.
And the more unusual is the step of the British division of Lush, whose representatives announced their desire to abandon promotion in social networks.
The statement, by the way, was published on Instagram. It states that “social media is making normal communication more and more difficult.” Representatives of the company complain that they are "tired of fighting algorithms (social networks)" and do not want to "pay to appear in your news feed" anymore. As a result, they decided to say goodbye to some of the public channels and instead start a direct dialogue with buyers. The post ends with promising words that "this is just the beginning of something new."
Instead of social media, Lush UK will be available by phone or via live chat on their website. At the same time, it is stated that the customer service team will work hard to keep up with all messages. According to the company, this will allow better interaction with users and even "will serve as the beginning of a revolution."
It is not yet clear exactly how the company will establish social channels. And in general, it is difficult to judge how logical a step can be to call the abandonment of social networks these days, when influencers and paid content distributed on various networks play a huge role in the beauty market.
Meanwhile, the US division of Lush has made no such announcement. Their Instagram keeps showing up with new images done in soothing colors.