The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Cosmetics major Lush will close all global social media accounts across Instagram, Facebook, TikTok and Snapchat this month, stating they will remain closed until the platforms provide a safer environment for users.
The number of Instagram followers opting in to receive beauty samples and information from brands is higher when campaigns are led by large-scale influencers versus micro influencers, according to beauty sampling tech startup Odore.
Recent research from social tool Pulsar reveals the latest in leading brow beauty trends on social media, detailing the brands, descriptions, how-tos and hashtags capturing the attention of brow fans.