Canadian Publishing Industry News
26 November 2021,     LONDON, U.K.
Lush leaves social; looks at magazine
Are brands abandoning social media? Last week Lush Cosmetics announced it’s deactivating its Instagram, Facebook, TikTok and Snapchat accounts in an effort to address its consumers' mental health challenges, according to the company. This move will affect all 48 countries where the retailer operates. Lush sells skincare, haircare, and bath products, largely aimed at a younger female audience.

            The brand had tried in 2019 to wean itself off social media but found it too difficult with COVID-19 on the rise. It says it’s redoubling its efforts to “shield customers from the harm and manipulation they may experience whilst trying to connect with the brand on social media.”

            Instead, Lush will concentrate on its YouTube channel, Twitter, and Pinterest. It will also invest more in events, newsletters, its print magazine, Lush Times, and perhaps even postal catalogues.

            According to Vogue, other fashion brands are having a second look at social media, including Bottega Veneta, which launched a quarterly digital magazine in April. Balenciaga disappeared from Instagram and Louis Vuitton’s head designer also signed off.

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