The brand had tried in 2019 to wean itself off social media but found it too difficult with COVID-19 on the rise. It says it’s redoubling its efforts to “shield customers from the harm and manipulation they may experience whilst trying to connect with the brand on social media.”
Instead, Lush will concentrate on its YouTube channel, Twitter, and Pinterest. It will also invest more in events, newsletters, its print magazine, Lush Times, and perhaps even postal catalogues.
According to Vogue, other fashion brands are having a second look at social media, including Bottega Veneta, which launched a quarterly digital magazine in April. Balenciaga disappeared from Instagram and Louis Vuitton’s head designer also signed off.