What is the rationale behind Lush’s decision to discontinue and then reintroduce a curated assortment of social media channels? Do you think followers and customers understood Lush’s choice? Why or why not?

Lush Fresh Handmade Cosmetics UK sells handmade premium beauty products such as body washes, bath bombs, and face masks through 950 cosmetics shops around the globe. Prior to 2021, Lush engaged customers with captivating Instagram posts, which contributed to its massive following of more than 570,000 people. People were surprised when the company announced it was abandoning social media. Because Lush does not pay for advertising, including paid social media posts, those promotion channels were seen as a strategic threat. Lush mentioned the challenges of strategically deploying a promotion strategy through social media channels with evolving algorithms that made it have to fight to appear in customers’ news feeds.