Lush has said that it will be “turning its back” on Instagram, Facebook, TikTok and Snapchat on November 26, until the platforms take action to provide a safer environment for users. It is a policy that the British body care and cosmetics manufacturer and retail will extend to the 48 countries it operates in.
“We feel forced to take our own action to shield our customers from the harm and manipulation they may experience whilst trying to connect with us on social media,” the company said in a statement. Mark Constantine, co-founder and chief executive of Lush, added that Lush would “not be completely anti-social” and would find new ways to connect and communicate with customers. The company is still planning to use Twitter and YouTube.
“We’ve always got a lot to say, but when we climb onto a soapbox we like it to be safe,” said Constantine. “Like so many teenagers have experienced before us, Lush has tried to come off social media, but our FOMO is vast… so here we are again, trying to go cold (plant-based) turkey,” the company said.
“We wouldn’t ask our customers to meet us down a dark and dangerous alleyway – but some social media platforms are beginning to feel like places no one should be encouraged to go.”
The company is now calling on social media platforms to introduce stronger best practice guidelines and said it was hoping international regulation would be passed into law.
Jack Constantine, chief digital officer and product inventor, said concerns about the serious effects of social media had gone largely ignored until now. He added: “As an inventor of bath bombs, I pour all my efforts into creating products that help people switch off, relax and pay attention to their wellbeing.
“Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling and stop them from switching off and relaxing.”
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