The decision by Lush to close several of its global social media accounts last year marks part of a wider beauty movement favouring more personalised and flexible consumer engagement, says a communications expert.
Cosmetics major Lush will close all global social media accounts across Instagram, Facebook, TikTok and Snapchat this month, stating they will remain closed until the platforms provide a safer environment for users.
The number of Instagram followers opting in to receive beauty samples and information from brands is higher when campaigns are led by large-scale influencers versus micro influencers, according to beauty sampling tech startup Odore.
The unfathomable rise of TikTok can no longer be ignored by beauty brands, as swathes of users engage with the social media platform daily; appreciated for its openness and sense of community, say experts.
Influencer-driven Iconic Beauty is on a global expansion mission both online and offline and plans to use social media traction and brand personality to push forward, particularly in the Middle East, its marketing director says.