Lume

Brand Challenge

By the time Lume came to us, every mainstream deodorant on the shelf was claiming to have full-body efficacy. Lume’s challenge was to set themselves apart by explaining why Lume’s pH powered deodorant works so well.

Marketing Objective

Drive broader category understanding and normalize pH-powered whole-body deodorant as a daily skincare essential, increasing both consideration among new audiences and frequency of use among existing customers.

Creative Solution

The campaign reframed whole-body deodorant as a science-backed step within a modern skincare routine, brought to life through a visually distinctive “skincare playbook.”