Rejuvenating a beauty brand with Lumene

Finnish beauty brand Lumene partnered with us to help it respond to the changing beauty industry and meet new customer expectations. Working alongside Lumene’s Director of In-Store Experience, Martti Ala-Jääski, we’ve enhanced the brand experience with new communications and spaces.

Lumene is a well-established brand with great beauty provenance and innovation, however, it needed to amplify its storytelling. Initially, we redesigned some of the in-store communications – signage, POS, and tone of voice – to ensure they conveyed the benefits of Lumene’s products in a clear way that was equally fresh and modern. This brings to life the remarkable stories of Lumene’s products that benefit from a unique Finnish climate, where the Arctic spring water has a pH close to the skin’s natural pH making it gentle on skin. The stories are told with a down-to-earth tone of voice that positions Lumene as a trusted, sustainable brand that has natural ingredients backed by science at its heart.

Lumene then asked us to look at its retail spaces, with a new pop-up experience launched in Russia. This pop-up showcases the best products and has been cleverly designed to make the most of the small space. Ultra-flexible, it can be used in a variety of different formats from malls to airports and hypermarkets. Crafted from light timber with birch trees flanking each corner, this traditional log cabin-inspired space plays upon Lumene’s Finnish heritage to distinguish it from other beauty brands in the region. With the versatile pop-up space and customer-focused communications, Lumene marks the beginning of a new era.