LUSH did it again – Brands that make an impact

LUSH is doing it again.

Just a few days ago I was saying how much I love it when big brands make a move that seems to make the whole world shake for a moment.

Now LUSH has announced that they will quit most social media due to the negative impact on users’ mental health, creating a (probably well planned) buzz around the news.

Nowadays you never know when a move like this is just a strategy for free PR, or there’s an actual purpose behind it.

The fact that it’s the second time that they do this (the first was in 2019), and that they are announcing it during the week of Black Friday, makes the move a bit more difficult to believe.

BUT, no matter the reason behind it, there’s a clear message.

And it is a positive one, very well aligned with their Brand Purpose and their overall branding, because LUSH is all about wellbeing and ethics.

So why not?

Co-founder Mark Constantine said “I’ve 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. I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix.»

I’m very curious to see if this time they are quitting social media for good, or they will find again a reason to be back.

In any case, I’m happy to see brands taking responsibility in sending messages with a positive impact to the world. Whether they do it to push their sales or not, is secondary as long as their message is aligned with their actions.

Take care of your mental health!

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