Lumene
Brand repositioning
November 2017 - November 2018

In 2007 the team of Lumene Russia faced the challenge of repositioning the brand from mass market to mastige. Our team helped develop and implement communication strategy that conveyed a new brand concept to the target audience. At the end of 2018 we won a Silver award in Tagline Awards for the social media rebranding campaign.

About Lumene
Market leader in Finland, established in 1970
Passionate about Nordic heritage and the potency of the wild arctic ingredients
Supports authentic and effortless approach to beauty
Top-5 brand awarness in Russia among competitors
Objective

Change brand perception and translate new message.

Challenge

In 2017 the team of Lumene Russia faced a challenge re-positioning the brand from mass market to mastige.

Solution

Developing and running a new SM and content management strategy.

NEW BRAND IDEA

Beauty born of light
Local content
production
Hot lines held via Instagram Stories with brand experts
Contests and other activities to engage the audience
Influencer marketing
@malika_makeupp
235k subscribers
@manhattannn
120k subscribers
@howtosasha
149k subscribers
@ananaska23
164k subscribers
@affelandra
382k subscribers
@mylizaveta
137k subscribers
Emphasis 
on Finnish origins
Results
since November 2017
Reactions
>280 000
Organic growth
>21 000