"It is contrary to our beliefs to attract customers in a dangerous place." Facebook, LUSH, who decided to withdraw from Instagram, Tiktok, etc., and asked the public relations officer.

　It has been a hot topic that LUSH, a cosmetic brand that operates more than 900 stores worldwide, will withdraw from five SNS (Facebook, Instagram, Tiktok, Snapchat, Whatsapp) tomorrow.

[Video] What is the background of LUSH's decision?

　The company explained that "our decision is backed by an internal information survey that has been reported by former Facebook's brave accuser, and has been reported by internal information that has been reported recently.。The CDO (Chief Digital Officer) also "some SNS platforms continue to scroll to people and use algorithm designed to prevent switches and relaxation, which is the exact opposite of LUSH's concept."He pointed out.

　Therefore, the company chose not to delete an account, but just "sign out".It will continue to be used for Twitter and YouTube.What is it?In "Abema Prime" on the 24th, we talked to Daisaku Koyama of LUSH JAPAN Public Relations.

■ "If you can inform you about the attitude of improvement with transparency, I would like to continue using it."

　Mr. Koyama explains this decision as "not an anti -SNS" as follows.

　"We have conveyed the importance of controlling social media, depending on how we use, and the importance of controlling the use.While recognizing them, they ignored them and continued their business, the problem was that they gave priority to their own profits over users' mental health and wellbies.

　It is said that these SNSs are designed to be more and more scrolled because they are designed to display what they see once with their own algorithms.For example, a survey result is that Facebook's former employee's internal advertisement documents have deteriorated suicide as 13.5 % of teenage women use Instagram.

　As a manufacturer that makes cosmetics, if you know, for example, if you know that the raw materials are dangerous, you will never use it, and you will never invite customers to a place where it is dangerous.LUSH customers have many younger generations in their teens and 20s, and we are also responsible for places to interact with customers.This time, I decided to stop using it all over the world until the platform was improved.If you can inform you about the attitude of improvement with transparency, I would like to continue using it.

　On the other hand, in the case of Twitter, the company has been thinking about how to use it, such as freezing the account of former US President Trump, and has shown an attitude to improve accounts that are inappropriate.For this reason, we decided not to stop using it right now, but to look at the future response.Twitter has a problem with slander, so we believe that not only the platform side, but also the users of us need to think more about manners, morals, and usage.Conversely, depending on your future actions, you may be subject to sign out.

　We intend to understand the social impact of what we are growing as a global brand, so I hope that this decision will be the opportunity to think about it.We are thinking, and we want to be aware of how we can manage without being too dependent on SNS. "

■ "I think fans are expecting them as" LUSH's way "."

　Nevertheless, there are hundreds of thousands of followers in the LUSH SNS account.Former major advertising agency employee and writer Junichiro Nakagawa said, "SNS does not have to be posted like TV or newspapers, so companies do not work and can advertise for free.I thought it was a terrible decision. I want to see what kind of impact it will have. However, when I work with a foreign -affiliated company, I follow the intention of "US, UK ...".I often feel like that. Did Japanese people oppose this decision? "

　Then Koyama said, "It's true that many people around the world are following and look forward to our posts. So I'm really sorry to make me feel sorry. But we, us.Is also a brand that has continued to disseminate social issues as a conviction of a company. Fans are also hoping for "LUSH's way" to send out the opportunity for customers to think a little.I think.

　And LUSH is a company that speaks about social issues, and is a cultural company that never forces.There was freedom in each country that we did not obey this decision because we were not convinced.The trigger was the idea of the British headquarters, but as a result of sharing the world around the world, the staff agreed and ultimately respond in 48 countries and regional businesses worldwide.That means.

　So, I would like to say again that it raises the problem with the platform, and does not deny the users.Therefore, it is your decision to use it as before and to stop trying to stop it.The target this time is also an account that is managed by the entire brand, but also managed for each store.

　In addition, LUSH has a global policy of "do not advertise at all."Especially in the cosmetics industry, it can be said to be the best, so a big budget is spent on ads.However, we do not use the method of paying money and put out what we want to say unilaterally, and the idea of using it as a raw material or donating is to make the budget a direct benefit of the customer.have.Because they do not advertise, "the store is the biggest media", so the action of bubbles at the store and the staff talk as an advertising tower.That was the expansion of word of mouth, trusting us, and the number of fans has increased. "

■ "I think it is good for the world to create a sense of tension."

　Mr. Tsuyoshi Natsuno, a specially invited professor of Keio University, said, "I feel this is a symbolic movement. As Mr. Koyama said, only judged whether or not the viewer clicked, and related things.In the platform algorithm that shows one after another, social divisions are created as a result of assuming or misunderstanding that specific ideas are normal.

　And on TV, I was able to say, "If it's such a program, my company doesn't want to advertise," but now the Internet advertisement has become an ad network world.Regardless of whether you want to do it, if you decide on how old people are watching, you will not know where they are.So, as you can see on your smartphone, the same advertisements repeat and repeat.As for the information, there are many curation media that summarizes the outlook that the source is unknown.The goodness of the Internet, which is easy to get information and is accessible to anyone, is now a negative effect.

　But most of Facebook's revenue sources are ads.While the platform centered on Gafam is becoming extremely strong, the fact that companies like LUSH, which emphasize the value of the brand, have begun to say "this is bad" will have a major impact in the future.I think.I think it is good for the world that the tension is born.It's a very courageous decision. "(From "Abema Prime")