Elizabeth Abegg, co-founder, Spell & The Gypsy Collective.

Lush published its final posts on Facebook, Instagram and Twitter last Monday, April 8, explaining that it was “switching up” its approach to social media.

“We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed. So we’ve decided it’s time to bid farewell to some of our brand social channels…and open up the conversation between the Lush Community and us instead,” Lush UK wrote in the posts.

The retailer said customers could continue to follow the #LushCommunity hashtag to see user-generated content, and learn about new products by signing up to its email newsletter. It will continue to provide customer service via email, live chat and phone.

Lush’s local team told Inside Retail that it doesn’t have any plans to remove its social channels in Australia and New Zealand.

“We’ll be keeping them as a way to engage with our customers and share stories from the brand as usual.”

Consumers push back

But while many customers expressed enthusiasm for the retailer’s decision, others, like Twitter user Heidi Tandy, said they would miss the ease of staying up to date with the company’s products and information on the social platforms where they spend their time.

That’s frustrating and disappointing. I check Twitter much more often than I check promo emails.

— Heidi Tandy (my tweets are not legal advice)