Cosmetics retailer Lush is cutting down its social media presence in a bid to encourage one-to-one contact with its customers.
The soap specialist has revealed its plan to “switch up social”, saying from next week it will interact with punters over live chat on or its website, or by email or phone.
“Increasingly, social media is making it harder and harder for us to talk to each other directly,” the firm wrote in a tweet.
“We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed.”
Lush said the move will “cut out the middleman” and will mean its interaction with customers does not all happen in one place.
The decision also marks Lush’s renewed focus on influencer marketing as a means of promoting its brand online.
“You’ll start to see the rise of Lush personalities online,” a Lush spokesperson said. “This isn’t a replacement for the brand channels but an opportunity for our customers to connect one-on-one with people within Lush based on the various categories.”
The firm said it will be closing down six of its branded channels across Facebook, Twitter and Instagram.
The decision was met with protest by some Twitter users, who questioned the wisdom of shutting down popular social media profiles. But others suggested the firm might be a “trendsetter”.