Just over a year ago, cosmetics brand Lush made the drastic decision to turn its back on the entirety of social media, in a radical bid to get the major platforms to re-think user safety.
After becoming increasingly exasperated with the global business practices of Instagram, Facebook, TikTok and Snapchat, Lush decided to walk away from these platforms in all the 48 markets in which it operates – encouraging its customers to ‘Be Somewhere Else’.
Lush’s priorities were firmly set on connecting more deeply with its customers, aiming to create more meaningful experiences in contrast to the often throwaway nature of social media interactions.
“I’ve spent all my life avoiding putting harmful ingredients in my products,” Lush CEO and co-founder, Mark Constantine said at the time.
“There is now overwhelming evidence we are being put at risk when using social media. I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix.”
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In the year since, Lush has entered into various major partnerships with brands such as Netflix and slow-fashion brand Lazy Oaf, alongside making an investment of over £7 million in retail.
The brand has also launched new products, an app that tracks the benefits of bathing and has campaigned globally on human rights.
When evaluating the brand’s position 12 months on, the move has clearly proved a lucrative one, with Lush reporting reported its highest Christmas retail trading figures in two years alongside a £29 million pre-tax profit.
