Behind the Cosmetic Brand That Quit Social Media 12 Months Ago

It has been a year since Lush quit social media and an article from marketing publication The Drum explores what happened after the brand made the unusual move. Describing Facebook as a platform that is “dying anyway,” brand and marketing director Annabelle Baker says the harder part was to figure out how to replace the engagement the brand had on Instagram as well as offer consumers the direct customer service channel which they had grown accustomed to having via Twitter and Facebook.

To fill the gap, they turned to PR initiatives and focused on YouTube and Pinterest, the two social media platforms they retained, and are also building their own instant messaging platform and SMS customer service function. The rationale behind their efforts is admirable, and the principle is one that goes farther than most brands who might declare short term holds on ad spending only to go back to their same spending once the backlash subsides. Hopefully more brands are paying attention.