End of an era? Lush social media shutdown part of wider beauty shift, says expert
The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favoring more personalized and flexible consumer engagement, says a communications expert.
In November last year, cosmetics major Lush announced the closure of its global social media accounts across Instagram, Facebook, TikTok and Snapchat, stating they would remain closed until the platforms provided a safer environment for users. Lush said it would maintain presence on Twitter, YouTube and Pinterest and detailed it was looking into “new ways to connect” with consumers, building up “better communication channels elsewhere”.