In an Instagram post, the British branch of the bath bomb and cosmetic brand wrote that they "decided it's time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣"
"Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we've decided it's time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣" Lush's last Instagram post.

Even though the brand is shutting down its own channels, Lush will be increasing its work with influencers so customers will still be able to connect with the brand through phone, email, or live chat on their website.
Lush is distinguishing themselves from many other brands by stepping back from social media, a move that seems counterintuitive in a time when influencers and sponsored content seem to dominate the beauty industry. In a longer statement provided the brand explains that abandoning its social media channels is part of a wider strategy to "cut out the middleman between ourselves and the Lush Community". Time will tell if this move was the right thing to do…
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