Lush Cosmetics recently announced it would be logging off from Facebook, Snapchat, Instagram, and TikTok indefinitely – why so anti-social?
The cosmetic conglomerate is taking a stance against these popular platforms in claiming that they have failed to create a safe space; “In the same way that evidence against climate change was ignored and belittled for decades, concerns about the serious effects of social media are going largely ignored now,” the company goes on to state, “Lush is taking matters into its own hands and addressing the issues now, not waiting around until others believe in the problem before changing its own behavior” (Lush Cosmetics, 2021).
Lush’s Chief Digital Officer Jack Constantine is spearheading this company move and claims that Lush simply “doesn’t care” if it loses millions as a result – approximately $13 million, according to the company’s CEO Mark Constantine (Fortune, December 1, 2021).
What prompted Lush to finally take action? The information leaked by the Facebook whistleblower Frances Haugen has been described as a “forcing point” by Lush’s CEO (Fortune, December 1, 2021). The Wall Street Journal has launched its own investigation on the Facebook files, which indicate that the company – all the way up to Zuckerberg – was fully aware of the misconduct that was occurring on its platforms. Despite Facebook’s meager efforts with the creation of its “XCheck” program, millions of young children, especially teenage girls, are still suffering from mental health and body image issues; “Repeatedly, [Instagram] found that [it] is harmful for a sizable percentage of them, most notably teenage girls, more so than other social-media platforms” (Wall Street Journal, September 14, 2021).
It is crucial to note that, “In public, Facebook has consistently played down the app’s negative effects, including in comments to Congress, and hasn’t made its research public or available to academics or lawmakers who have asked for it” (Wall Street Journal, September 14, 2021).
Given that Lush’s primary customer base is young women and teenage girls – the victims of Facebook’s inadequacies regarding user protection and rights – it is understandable as to why Lush is leaving the aforementioned social platforms combined.
As a digital marketing agency that was founded on the principles of consistency, personability, and authenticity, BlueTickSocial (BTS) commends Lush for its anti-social stance and general messaging on the importance of a safe space. Social media is a field that is more and more saturated every day – for those of us still logged on, we must ask ourselves, “are we the problem or solution?”