Lush UK bids farewell to social. Will other brands follow suit?

Lush UK, a cosmetics company known for its bathing products, dropped a major bomb on Tuesday when the company announced it was bidding farewell to some of its social accounts.

“Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your news feed,” wrote Lush UK in posts shared on its Instagram, Facebook and Twitter feeds with an image that included the message: “We’re switching up social.”

The company said its customer care team would respond to messages and comments over the next week, but after that, it was moving conversations to the live chat function on its website, email or phone.

“This isn’t th😅↴e end, it’s just the start of something new,” wrote Lush UK. The U.S. division of the company has, so far, not followed suit.

Risky proposition or smart business?