FEATURED

We’re switching up social

       

As a business, we don’t pay for advertising. The same applies when it comes to social media.  Over the years we have created, published and cross-promoted organic content and conversations with the Lush community across multiple platforms and accounts. However, it has become more and more apparent that these genuine conversations with the Lush Community cannot grow without us paying for the reach and engagement. We are proud of what we have built organically using borrowed platforms, but it is time for a change.

An audit of our social content and strategy demonstrated that on average, only 6% of our followers are serviced with our content in their newsfeed because we don’t pay to play. So in an effort to make Lush better educated as both technologists and consumers, we’re making the bold step to evolve our social media strategy.

Going forward the UK strategy is to primarily focus and invest more heavily in our owned platforms, where we have seen stronger engagement, rather than rely so heavily on third parties.

Lush owned platforms are:

Lush Player Home to buying stories, product creations, and interviews, the Player is a go-to hub for fresh new content.

Lush.com Global E-Commerce website and storytelling platform.

Labs.lush.com Home to exclusive product drops and a first look at content alongside honest feedback.

Lush Labs app Where the latest digital experiments unfold and a destination for our digital community to engage with us.

Although we will no longer be posting on 6 of Lush UK’s main channels (Lush, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla Arthouse), we will be continuing conversations through #LushCommunity (and other familiar hashtags such as #Lush, #LushLabs and #LushMakeup to name just a few) via staff, friends and our shop social media accounts across Instagram, Twitter and Facebook.  

As this is the first exploratory step by Lush UK, we are not suggesting other Lush markets follow suit. We are sparking an initial conversation.

We will be relying on the expertise of our current social media teams to develop and implement the new strategy. As well as this they will be continuing to create and publish content for our own platforms and those of the community.

This is the first step on an interesting journey and we would love to have you with us for the ride.

 

 

Comments (11)
11 Comments

about 2 months ago

I adore your social (always get the lowdown on your new products there) how do I get my hands on an invitation to lush labs?

Lush Customer Care

about 2 months ago

Staff

Hey! Drop us an email on [email protected] and we will be able to sort you out with one :-) ~Danni

wordsoflizdom_6958351

about 3 months ago

This is so so so great! I believe you are a pioneer in this. It takes a bold and brave company to deny the colonisation of our data and the way we advertise. This thing where you don't exist if you're not on social media has got to stop. I'm keen to see where this leads and if others will follow.

Itsy Ditsy

about 4 months ago

What utter rubbish. You quit social media yet you expect customers to communicate using predetermined hashtags to promote the services you don't want to provide yourselves on social media...? You have removed a central point of communication, fragmented your customer base and made yourselves unobtainable (where can I now ask simple questions about products, recommendations, account queries etc...?) A seriously bad move and one that many customers echo. That coupled with yet more price hikes does nothing to engage your fan base

Lush Customer Care

about 4 months ago

Staff

Hi there, I'm sorry to hear you feel this way, we'd be happy to talk through our social switch up a little more. If you'd like to drop an email to [email protected], we would be happy to help. - Deb :)

Cheryleileen.ayres_6915645

about 6 months ago

This is a really bold move and Im very interesting in seeing how this pans out. All the best!

about 6 months ago

Is this where all the action is????

Lush Customer Care

about 6 months ago

Staff

You can get in on all the action here, or at labs.lush.com if you like, or use the #lushcommunity tag on Instagram and Twitter!

sandrine.andro_6903428

about 6 months ago

Not sure to understand everything but I tried and I wrote it here http://sandrineandro.com/lets-spark-passions-and-stop-chasing-likes-%E2%81%A3/ #lushcommunity Anyway you're always welcome!

Lush Customer Care

about 6 months ago

Staff

Great article! Thank you for sharing this!