Well known for taking strong stances, Lush has announced it is quitting four major social media platforms - Facebook, Instagram, Tiktok and Snapchat. The reason it has cited is a reaction to the recent news concerning social media whistleblowers and the impact that algorithms used in social media has on mental health. 

With its core customer base primarily being young girls this is particularly relevant to Lush's customer base. Its a bold move and Lush will be relying more on the use of pop ups, in person engagement between staff and customers and possibly even postal campaigns again.  

It is interesting that postal marketing is subject to slightly less stringent rules concerning direct marketing than emails, SMS texts and calls.  During the Covid-19 lockdown where many brands had to turn to or rely more heavily on social media to maintain customer loyalty and survive, such a move would have been potentially reckless; but now, with consumer's desire for experiences, it is easy to see how innovative pop ups like Lush's Snow Fairy will capture imagination and promote the brand further.  

Lush is promoting the dates on its website for where its shoppable pop-up activations of the Snow Fairy range will take place in shopping centres. No doubt these will be very successful if just for their limited availability.  We have seen the success of the highly successful collaborations with limited drops (particularly in urban street wear).  

But where does this leave influencers who rely on social media for their following and their livelihood? The way in which they and brands will engage in the future seems set for a sea change and it will be interesting to see if other brands follow Lush's example.  The message to the platforms are clear though and the impact if others follow suit could be a game changer, forcing platforms to introduce change.