As you’ll no doubt have seen, Lush have decided to delete all UK main social media accounts by the end of this week. If your first thoughts are WTF? you’re not alone... 

Lush aren’t strangers to controversy, their ill advised anti-police campaign was pulled last year amid customer complaints; but this feels like an odd move for a company doing so well. They have their own corner of the market, a £995 million turnover and extraordinary growth year on year. Why then, choose to delete the platforms that bring you closest to your buyers? The comments section currently on their insta is enough to make any marketing person shudder.

Lush have said they’re finding it harder and harder to communicate on platforms and they don’t want to pay for advertising. This seems reasonable. But dig a little deeper and interestingly, they’re not forcing the individual store accounts to close; nor are any of the accounts outside of the UK closing either. So what’s going on? ?

Cynics amongst us may feel that this could be a cover for cutting staff in the central office. Do away with expensive content creators under the guise of changing up the conversation, but still maintain vital platform presence from branches where, presumably, staff undertake posting for free. Is this seemingly bizarre decision down to something so mercenary? 

Whilst Lush aren’t the first brand to shun social media, Wetherspoons pipped them to the post, they are perhaps the first ones to have people care. Lush appeals to the millennial generation in the same way social media does, bright colours, easy to follow USP’s and a simple way to indulge in ‘self care’. Perhaps because of this, Lush will listen to their loyal (millennial) customers and rethink their plan. Of course, another possibility, is that this will be the start of big business social media changing. For our sakes we hope not!

Let us know what you think below.