Finnish skin-care brand Lumene is embarking on a three-pronged approach to growing its business in North America: strengthening brand positioning; developing a tighter range of more competitive stockkeeping units targeting key consumer needs and growing market trends, and driving consumer activation and sell-through by increasing marketing support.
And new chief executive officer Michel Dallemagne, installed in May, is ready to rev up the brand’s growth in the U.S. Dallemagne, formerly executive vice president of global hair care for Unilever, has been charged with accelerating the growth of the Lumene business internationally. At present, almost half of the company’s net sales are generated from its home market of Finland, and the remainder of sales come from Russia, Scandinavia and the U.S. The brand came to the U.S. in 2003, with a four-year exclusive agreement with mass market giant CVS. The brand is now sold in about 20,000 mass market doors, including CVS, Target and Ulta. It can also be bought online on Lumene’s Web site via a partnership with Dermstore.com.
Packaging has been revamped, as has the brand’s Web site. Next, the brand will focus on strengthening its two key franchises, Bright Now and Time Freeze, said Joe Pastorkovich, vice president of Lumene North America.
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Playing on the burgeoning contouring trend, Lumene will launch Time Freeze Instant Lift V-Shaping Serum in August. Intended for women 40-plus, the formula is said to deliver immediate results in lifting, firming and reduction of wrinkles and deeper results with long-term use. It will retail for $29.99.
As well, the brand’s Finnish heritage is something the brand will play up in a big way going forward, Pastorkovich said. “We’ve found in focus groups that when we mention our Finnish heritage, consumers get excited,” he noted. “It’s not a country everyone is familiar with, and many see it as mystical and engaging, and our ingredients — including the Arctic cloudberry, as unique. We think focusing on this heritage will get customers more engaged in the brand.” The brand plans a significant digital campaign and a national print ad campaign in the second half of this year. Increased sampling, direct mail and e-blasts are also planned.
The Arctic cloudberry, the key driver in the brand’s signature Arctic Lumenessence, can only be harvested in the summer months and each berry is handpicked. The berries are highly concentrated with Vitamin C, noted Pastorkovich. The brand also harnesses the power of Arctic blueberries, lingonberries and sea buckthorn, he noted.
In 2016, the brand will continue to roll out new innovations, said Pastorkovich, noting that a new essence product and an eye product will be launched in January.