On April 10th of 2019, LUSH’s decision to remove social media accounts had made it into the public’s eyes. In the recent article, published by Marketing Land, the cosmetics company LUSH in the United Kingdom was explaining its decision to shut down a few of their social media accounts. The company stated that they believed, “social platforms were making it harder to talk to customers.” In today’s society, social media tends to lean towards a pay-for-advertising sort of trend. If the company does not want to pay for “appearing on your newsfeed”, then their advertisements will vaguely be seen. Almost every big-name company imaginable has social media accounts and sites for extra reaching points. But since the media sites have realized this, they are now charging for guaranteed viewings of these advertisements.
In 2016, there was ninety-six percent of the beauty brand companies available on Instagram. Some patrons think that LUSH's marketing move is going to end in disaster, but the company has decided to take its chances. Along with the risk, most people agree that LUSH will lose potential target customers. LUSH would prefer to have a more personable relationship with their clients. LUSH is paving the way through this new path and most companies will sit back and watch to see if this will be a success or a failure to their brand.
This new marketing style has created a divide in the thoughts that marketers believe how things should be done. I believe this is a risky yet rewarding decision. It would be risky due to the reduction of advertising to new target members and possibly losing a few of the clients who have not been completely loyal to their company yet. Other than the loss of a portion of their target market to the depths of multiple social media platforms, I think this would actually help with their business in other ways. They could spend the money that would be required on social media websites on other campaign strategies such as TV advertisements or promotions for their loyal clientele.
With the new-found pathway LUSH is traveling on, it will be very interesting to watch how the public will react in the short term and long term. According to the article, the source stated that the general public follows the mindset of “how other people are talking about their brand matters far more than how a brand talks about themselves.” By breaking the norm that practically every company is forming to, society has either judged the change or watched to see the way the public feels on the company's marketing decision. The mold created by the technology-driven society that we have today has become the guideline to follow for the DOs and DON'Ts of marketing a brand.
Marketers have realized that the “organic reach” of a company has become increasingly difficult in recent years. “Organic reach is the number of people who have seen your post through unpaid distribution.” While it is free to sign up for most social media accounts, companies must invest time to figure out the "right" algorithm to reach more consumers without paying for the ads on the internet. Before the boom of technology, people would notice more advertisements in other places than on the screens of their electronic devices. If they leased the billboard in the spot that has the most foot traffic, they would have gained better business than others with a billboard in a less-ideal location or without any billboards at all.
All in all, the LUSH Cosmetics Company has pushed the boundary in their new marketing decision and there are multiple pros and cons to view. It is intriguing to see what the public will decide about their feelings on this mold-breaking selection. With LUSH’s choice, we will see if there will be more companies to follow in the future.
What do you think of LUSH's non-social-media marketing strategy? Shall others follow?
About the Author
Rebecca Hicks is completing her second year as a California Polytechnic University, Pomona student in May of 2019. She is a Hospitality Management student with the Hotel and Lodging Series emphasis. She has not limited herself to a specific job description that she would prefer to work for her future just yet. She is hoping to work for, but not limiting to, large hotel chains such as Marriott or the Walt Disney Company. She is honored to be surrounded by the bright and talented faculty and students that this campus has offered. She is expected to graduate in May of 2021 with a bachelor’s degree in Hospitality Management.
Note: The picture was download from https://www.thedrum.com/news/2019/04/09/lush-abandons-social-media-its-getting-harder-talk-customers