Lush is not a brand that shies away from taking risks. In a time when Instagram, influencer, and sponsored content rules brand marketing, Lush UK announced on its Instagram page that they would be moving the conversion off social in the conventional sense, switching from a brand handle @lush to a hashtag #LushCommunity. Tired of being a slave to algorithms and advertising, Lush is breaking convention in an attempt to have a more direct conversation with their consumers.
The brand said in the post:
“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 has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities – from our founders to our friends.
We’re a community and we always have been. We believe we can make more noise using all of our voices across the globe because when we do we drive change, challenge norms and create a cosmetic revolution. We want social to be more about passions and less about likes. …
This isn’t the end, it’s just the start of something new.”
Photo: Lush via Instagram
