Lumene is a multi-award winning skincare brand from Finland. Their philosophy is deeply rooted in their Finnish origins, a country where wellbeing rituals are influenced by women's relationship with nature. Their nature infused products stay true to their Finnish heritage whilst remaining relevant for women all over the world, whatever their age, skin type or tone.
In 2018 the brand came to us asking to help launch their Nordic Chic Colour Correcting Cream across key markets in the UK, US, Finland Sweden and Russia. They were particularly interested in attracting new customers to the range, inspired by their great technology, sophisticated product texture and skincare benefits.
We saw this project as an opportunity to strengthen our credibility as an expert in face make up with a unique story on ingredients, textures and key product benefits.
Targeting & Media
YouTube is a hotbed of activity for beauty fans, but more importantly beauty researchers who spend time, effort (and money) on making sure they invest in the right products for them.
Given the number of product benefits and talking points of the CC cream, it made sense to include a YouTube pre-roll in the media mix to appeal to this audience.
Creative Approach
At the beating heart of all Lumene launches, there is a key ingredient story which we knew must be brought out in creative. Having a clear mix of product, provenance and efficacy imagery, combined with clear reasons to believe would be our route to success.
From experience we knew that 20 seconds was the sweet-spot for YouTube pre-roll duration so worked to maximise the effectiveness of the content within that time frame.
We broke the industry benchmark with a staggering 51% VTR on the YouTube Pre-roll Ad, 2x higher than the category average
We reached 708,600 of our target audience with a frequency of 2.6
We achieved the brands lowest CPV of €0.02
