The choice to “turn into anti-social” was not one the model took calmly, citing considerations over psychological well being and digital well-being.
On the time, the corporate issued a press release which learn partially:
“We wouldn’t ask our prospects to satisfy us down a darkish and harmful alleyway – however some social media platforms are starting to really feel like locations nobody must be inspired to go…we hope that platforms will introduce sturdy greatest observe pointers, and we hope that worldwide regulation will likely be handed into regulation. However we will’t wait. We really feel compelled to take our personal motion to defend our prospects from the hurt and manipulation they could expertise while making an attempt to attach with us on social media.”
Lush Firm Assertion, 11/26/2021
In an period dominated by magnificence manufacturers within the social commerce house, it was thought-about a daring transfer that caught the eye of different business stakeholders because of the danger of alienating potential on-line magnificence customers.
Certainly, in response to market analysis agency Statista, “Within the first half of 2024, roughly 6.2 p.c of on-line gross sales in magnificence got here from social commerce in North America, [and] of this, TikTok Store contributed to the most important market share with round 2.6 p.c, adopted by Temu and eBay with 1.5 and 1.2 p.c, respectively.”
Three years later, CosmeticsDesign US caught up with Jack Constantine, Chief Digital Officer at Lush, as he mirrored on the transfer, together with the dangers and rewards, and examined how the corporate has grown in its efforts to attach with shoppers outdoors of main social media platforms authentically.
The choice to depart
As we speak, Constantine shared that the departure from Instagram, TikTok, Fb and Snapchat was not with out its challenges, which had been “vital, relinquishing over 10 million followers and the instant attain they supplied.”
But, he remained agency that within the present panorama, the grip of Large Tech is loosening, “as these platforms have been given faces,” he defined, including that “they had been all entrance and heart at Trump’s inauguration, so I believe extra individuals are getting it now, and we are going to see much more customers migrate in direction of different platforms that supply comparable providers in a extra decentralized method, like Bluesky.”
Regardless of the departure, Lush’s prospects proceed to debate the model on-line, he confirmed. “We’ve all the time been an intrinsically social model, and that hasn’t modified: our prospects proceed to speak about our merchandise and share their experiences on social platforms which they really feel comfy utilizing.”
Constructing owned platforms
With out conventional social channels, Lush as an alternative redirected its focus in direction of its personal platforms. “Our predominant technique now’s to concentrate on investing in and creating our personal platforms as social instruments, in addition to communication and commerce platforms,” mentioned Constantine.
The numbers replicate rising shopper engagement: Lush now counts 1.75 million app customers, with a million opting in for push notifications and 6 million subscribers to its international e-newsletter, he shared. “We interact with our devoted Lush Neighborhood on Discord, which is a superb house to obtain instant suggestions and path on what our group wish to see extra of or much less of.”
Video content material has additionally turn into a pillar, with a preferred YouTube channel internet hosting common ‘Lush Reveals’ on product launches and campaigns. “We’re persevering with to observe the moderation and security of those platforms while additionally keeping track of the rise of different social media platforms like BlueSky,” Constantine added.
Reimagining brand-consumer interactions
On the heart of Lush’s new digital presence is a concentrate on privateness, personalization and group. “We’re specializing in enhancing our owned digital areas,” Constantine shared. For instance, he illustrated, “The Lush App serves as a central hub for customized content material, moral storytelling, and unique experiences, all designed with person privateness and well-being in thoughts.”
He emphasised that the model’s aim goes past gross sales. “It’s not nearly promoting merchandise — it’s about constructing an area the place our group feels seen, heard and revered,“ he mentioned, including that ”we consider this alerts the way forward for brand-consumer interactions: extra acutely aware, extra human and extra values-aligned.”
Recommendation for manufacturers contemplating the shift
For manufacturers weighing an identical transfer, Constantine provided measured steering. “In the end, manufacturers must do what feels proper for them,” he suggested. “It’s a giant transfer,” he added, “and except you totally consider within the causes behind leaving, it is going to be troublesome to decide to long run.”
He advisable beginning small: “When you’ve got the flexibility to take action, I’d all the time advocate for experimenting on the smaller, decentralized platforms,“ he defined. ”You’ll usually discover extra engaged customers in these areas, which is extra worthwhile for group constructing.”
His broader recommendation: “Put money into group, not simply clicks, [and] check small, iterate usually, and discover partnerships with moral platforms and tech suppliers, [as] our expertise exhibits that investing in genuine, value-driven engagement can result in sustained buyer loyalty.”
The way forward for moral digital areas
Trying forward, Constantine sees that “the shift in direction of moral digital areas displays a rising shopper demand for transparency, privateness and well-being.” This development, he added, “is influencing not solely magnificence and private care manufacturers but in addition the broader digital ecosystem.”
He additionally referred to as on manufacturers to take an energetic position in addressing misinformation and digital security. “On this ever-changing day and age, manufacturers have the chance to take accountability and foster moral and clear digital communities. At Lush, we’ve lengthy dedicated to human-crafted content material, clear communication and person privateness.”
By main with values, Constantine believes manufacturers might help construct a more healthy digital surroundings. “By main with our values, we goal to contribute to a extra reliable and compassionate digital surroundings,” he concluded.
