While doing a roundup of my favourite lifestyle brands last week, I remembered Lush had released a new product line in collaboration with the Teenage Mutant Ninja Turtles (TMNT) franchise. I tapped my way over to the Lush Middle East Instagram page to see the new product line and was met with something completely unexpected: A nine-square grid full of emotionally charged social messaging.
Titled the ‘Big Tech Rebellion’, Lush has taken a stance against Big Tech in an effort to draw attention to the lack of privacy regulation on mainstream social media platforms.
Campaign Middle East spoke to Miche Whitehouse, the Head of Regional Brand and Digital at Lush Middle East, to understand why the brand has done this and how it is marketing a new product line without using traditional social media.
“Lush’s decision to divest from Big Tech is deeply rooted in our commitment to ethical business practices and community well-being,” said Whitehouse.
“These practices don’t align with our values of transparency, integrity, and positive community engagement,” she said.
It’s not just Lush Middle East that’s on the ‘Big Tech Rebellion’ wave. Global Lush accounts reflect the movement too.
The social media rebellion was not a reactionary wipeout but rather a well-organised move to stay true to the brand. “Our leadership made it clear to all our employees, partners, and other team members that this move was about fostering genuine connections and sticking to our ethics,” Whitehouse said.
“By engaging in transparent and ongoing dialogue, we’ve maintained a unified front in supporting this significant shift.”
But what about the TMNT product line? A world without mainstream social media to communicate updates to consumers seems like a dystopian marketing nightmare.
Traditional marketing still works
“As we’ve done with previous collaborations, we’re leveraging our own digital platforms, like our website and the Lush App, to provide rich, interactive content and updates,” explained Whitehouse.
“Our email newsletters and in-store events also play a significant role in spreading the word. We’re a “hands-on” brand, so getting our customers into stores and our exclusively Lush-hosted events or pop-ups to engage with our products has been an imperative focus for us.”
Lush is also dependent on footfall past their brick-and-mortar retail outlets; using its display windows as a way to share messages with customers.
“It’s a channel that usually gets taken for granted, but we view our shop windows as one of our best “advertising” spaces,” said Whitehouse.
“For example, when you look at Dubai Mall, which was ‘the most visited place in the world’ in 2023, the number of people walking by and into our stores is immense and it’s a really effective branding opportunity when done right.”
“We’re also connecting with our community globally on platforms like Discord and Reddit, which allow for more authentic and direct interactions and feedback,” she added. “This mix ensures we keep our audience engaged while staying true to our values.”
Think outside the feed
Known for being a socially conscious brand, one of the first to launch zero-waste packaging and a vegan product line, Lush maintained its relationship with stakeholders by unapologetically sticking to its ethical values.
“Some people call it brave, others call it crazy, but we have never been a company to sit back and not take action on things we believe in,” Whitehouse said.
“It definitely hasn’t been easy, and the journey of leaving social media and meeting our customers in other spaces has been challenging, to say the least. However, it has forced the brand and our customers to meet us back in our shops, where they can see and experience what we do best,” she added.
The social media stance allowed the brand to rethink how it engages with its customers. The brand is now focused on “connecting with consumers through unexpected experiences.”
“In the case of Lush x TMNT, we put nostalgia and fun at the forefront of our brand-to-customer relationship,” Whitehouse explained.
Do ethics affect sales?
It’s still too soon to say if the social media rebellion has affected the sales of the Lush x TMNT collaboration.
“Since the Lush x TMNT collaboration is still in its first week of launch, we are currently reviewing the sales performance,” Whitehouse said. “We’ve recently checked in with our retail team and store staff and early feedback has been positive. We remain optimistic about robust sales figures as we continue to monitor the performance,” she confirmed.
Whitehouse also explained that Lush’s operations in the MENA region have solidified its reputation as a brand that values ethics over convenience. “The response from consumers has been positive, with many expressing appreciation for our commitment to integrity and sustainability,” she said.
“This move has strengthened the loyalty of our existing customers and attracted new ones who share our values. The direct engagement through alternative platforms and real-life experiences has also deepened our connection with the community.”
Finally, if you’re wondering whether Lush will ever make a social media comeback, Whitehouse said, “As long as the issues with Big Tech persist, we’ll maintain our distance and focus on building genuine, transparent relationships through other means.”
