In WWD Japan’s newsletter on 6th December 2021, an editor in chief said that Lush, a British cosmetic retailer, ended all social media, including Instagram. When we read, we asked ourselves. Is that true? It sounds odd to us. Then, we felt that he might have jumped to this conclusion quickly or misperceived. So, we wanted to know what he said was true. We think about it two ways as true or false to check it. Speaking it honestly, we don’t know well about Lush. 

 

Now, we organize our thoughts quickly, and it follows:

 

1) Ended all social media means: 

· Stops using social media (for a short term or forever) vs Make full use of social media → We don’t know yet. 

 

2) How Lush interfaces with media:  

Use it as a tool (true) vs No media at all now or ever (false)

 

3) About the business model: 

· Integrating from upstream to downstream (true) vs outsourcing (false)

 

4) Product characteristics: 

· Handmade (true) vs manufactured (false)

· Using natural ingredients (true) vs harmful ingredients (false)

 

5) How they take views in business: 

· Long-term (true) vs short-term (false)

 

6) What problems are they aware of: 

· High consciousness concerning environmental issues (true) vs low awareness of environmental issues (false)

 

7) For Lush, the “ended all social media” message aimed to: 

· Core fan vs attract new customers → It would appeal to both but probably core fans. 

 

Next, we look at each part that should be consistent.

 

1) We don’t know yet whether Lush ended social media forever or not.

 

2) As they are a retail business, we think selling products online/offline is vital. And to do that, using media still serves well to let people know who they are, what they do, and what they sell. So, it’s still essential, and it’s unlikely to go away from the media.

 

3) We think they take ownership from upstream to downstream. 

 

4) It’s clear that the products are handmade, using natural ingredients. 

 

5) It’s a long-term view, so reflecting it in production is at their heart. 

 

6) Using natural ingredients ties to having high consciousness concerning environmental issues.

 

7) Thinking 2) to 6), the “ended all social media” message would be mainly for core fans. 

 

Going through 2) to 7), We assume that Lush wants to take the right approach to social media. 

 

To answer 1), Lush doesn’t end social media forever. It’s unlike what WWD Japan said. They stop some social media temporarily for reasons, as far as we thought with little knowledge. 

 

Now, we checked on Lush’s Japan and UK sites. They use LINE, a Japanese social media app, Youtube and Twitter. So, Lush doesn’t end all social media. They carefully choose social media to communicate what is suitable to them. Lastly, we went to check the statement on the UK site. It says as follows and makes sense to us. 

 

• Lush turns its back on Facebook, Instagram, TikTok and Snapchat
• Until they take action to provide a safer environment for users
• Lush have finally had enough, in light of Facebook whistleblower
• All Lush brand, retail and people accounts around the world will be closing
• Promises to invest in new ways to connect and build better communication channels elsewhere.

 

“I’ve spent all my life avoiding putting harmful ingredients in my products. There is now overwhelming evidence we are being put at risk when using social media. I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix.” 

MARK CONSTANTINE OBE, CO-FOUNDER, CEO & PRODUCT INVENTOR 

 

Imagine this. If you were an employee at Lush, what’s your reaction to this statement? Do you agree? Do you think this message would make an impact on society? If so, what would you expect then?