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Two years ago, on November 26, 2021 which happened to be Black Friday Lush made the radical decision: to leave social networks, including Facebook, Instagram, and TikTok which are some of the channels favored by brands for communicating and fostering community among fans. Two years later, Annabelle Baker, global brand director at Lush, looks back at what impact taking this stance has had, and discusses the many approaches including new ones the brand uses to stay connected to its.
To raise money to challenge the power and abuses of Big Tech, cosmetics giant Lush is joining forces with the decentralised movement People vs Big Tech this Black Friday.
As part of the company’s ‘Big Tech Rebellion’, this Black Friday Lush will donate all profits from a limited-edition bath bomb to decentralised organisation People vs Big Tech.