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.