Lush Cosmetics quits “risky” social media, branding platforms the “antithesis” to relaxation and well-being

22 Nov 2021 --- Personal care products provider Lush Cosmetics is taking a strong stand against the dangers of social media by deactivating its global Facebook, Instagram and TikTok accounts. The brand is taking the bold action to shield customers from the “harm and manipulation” they may experience while trying to connect with Lush on social media.

Lush is advocating for improved mental health through decreased social media usage.

The deactivation will take place on November 26 and remain in place until social media platforms and tech giants make greater efforts to provide a safer environment for users, says Lush.

This new policy will be implemented across all 48 countries where Lush operates.

“There is a vast amount of evidence that social media is causing harm to young people’s mental health. For example, there is a huge rise in insecurities around body image and low self-esteem, but also an increase in depression and anxieties,” Ruby van Hoorn, PR manager at Netherlands & Belgium Lush, tells PersonalCareInsights.

Social media is creating social problems such as online school bullying and harassment. Screen time and usage are going up as platforms build in more deliberately designed elements to make “switching off” difficult.

“The recent whistleblower evidence clearly showed that Facebook has even investigated the harms, proved them, then chosen not to act on what they have found out,” adds van Hoorn. “We understand that no social media platform is perfect, but for us, it is about the willingness to change and adapt how they operate and are taking concerns seriously.”

Second attempt to quit
The brand previously attempted this social media deactivation in 2019 with Lush’s UK channels. Lush’s decision has been strengthened by all the latest information from whistleblowers, which lays out the known harms that young people are exposed to because of the current algorithms and loose regulation surrounding social media.

“I have 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,” says Mark Constantine, co-founder, CEO and product inventor at Lush.

“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 well-being,” says Jack Constantine, chief digital officer and product inventor at Lush.Lush Cosmetics is set to deactivate its global social media platforms in 48 countries by November 26.

Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling.

Likening to climate change
The brand states that in the same way that evidence against climate change was ignored and belittled for decades, concerns about the severe effects of social media are barely being acknowledged.

Therefore, Lush has decided to address these serious issues now, beginning with changing its practices rather than waiting until others notice its scale.

The brand likens some social media platforms to a “dark alley,” where no one should be encouraged to go.

Lush hopes that platforms will introduce strong best practice guidelines and that international regulation will be passed into law. However, as this may be time-consuming, the brand will take action to shield customers from the “harm and manipulation” they may experience while trying to connect with Lush on social media.

However, Lush can still be found on Twitter and YouTube. It’s also investing in new ways to connect and build better channels of communication elsewhere, using tried and tested routes.

Previously, Lush Cosmetics was spotlighted for its “package-free” bar product format, and during Halloween, it launched 20 Halloween products, including bath bombs and shower slime. The cosmetics brand recently partnered with DoorDash, a last-mile logistics platform, to offer same-day delivery of Lush’s complete range of fresh, handmade products.

By Nicole Kerr

To contact our editorial team please email us at editorial@cnsmedia.com