British cosmetics company Lush has decided to close various social media accounts in the United Kingdom.
Fighting with algorithms
The retailer made the announcement on Twitter, saying they were “tired of fighting with algorithms” and didn’t want to “pay to appear in newsfeeds”. The company, which sells scented hand-made soaps and other care products, is asking its customers to contact them via e-mail, phone or through the website instead.
LushUK has 202,000 Twitter followers and 569,000 on Instagram. The cosmetics company also has over 423,000 likes on Facebook. Still, their accounts on Facebook, Twitter and Instagram will all be closed, as will Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla.
Bewildered reponse
LushUK’s decision has perplexed a number of marketeers. Beauty and fashion blogger Leah stated that she couldn’t understand how a brand could close an Instagram account with 568,000 followers. “As a marketer I cannot fathom what has gone through the marketing directors mind at Lush for them to agree to shutting down their instagram account and say good bye to 568k followers! Madness”, she tweeted.
Meanwhile, the American branch of Lush has tweeted its channels will simply remain operational.
