Why? Because they’re ‘tired of algorithms’
Words by Maisie Bovingdon
Lush has announced it is closing its UK social media accounts, because it is ‘tired of fighting with algorithms’.
The beauty brand – known for its vegan bath bombs and face masks – revealed its plans to ‘switch up social’ in a string of tweets earlier this week, in a bid to have more direct contact with their customers via email, phone or their website.
Speaking about their new plan on Twitter, which will see Lush UK’s Facebook, Twitter, and Instagram, as well as their Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla come to an end, the company wrote:
‘We’re switching up social. 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.’