THE BRIEFING
LUSH VS THE ALGORITHM
Social Media is Not Free. This is the message that Lush is pushing through its new in-store campaign across the UK, EU, US and Canada. In 2021, the business did what most couldn’ t ever dream of doing – it stepped away from social media and took a stance against the unsafe platforms, realigning Lush’ s values to be“ more about passions and less about likes.”
“ Turns out the platforms are addictive by design, keeping us scrolling so our data can be harvested and monetised.”
Now almost 5 years later, the latest campaign directs customers to its newly launched website, safersocials. com, for resources and links that advocate for a digitally safe world.
Since stepping away from social media in its fight against the algorithm, the brand has invested in brand authenticity through physical presence and human interaction and has become one of the biggest beauty companies worldwide, no social media presence required.
marketingchief. com
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