05.20.23
Lumin, a premium men’s skincare brand, has undergone a major makeover, reinventing its look and feel to provide a simplified and solution-driven approach to help men illuminate their full potential, according to the brand.
New iconography combined with the tagline "Brilliant Men's Skincare Solutions" signifies Lumin’s new ethos to always turn on the smart switch to innovate new solutions that empower men to look and feel their brightest. To help bring the repositioned brand to life, Lumin teamed up with Gestalt Brand Lab to create the advertising campaign. Lumin's new campaign creative is intentionally utilitarian, with eye-catching and stunt-driven artwork that includes models posing with live snakes to protest 'snake oil' and overly complicated skincare routines and taking full face blasts of black paint designed to promote Lumin's "No Baggage Trio" bundle featuring charcoal face wash, daily face moisturizer and dark circle defense balm.
Lumin's new look and brand expression brings an element of sophistication and utility to the category in a distinct and eye-catching way, the brand says.
"It’s one-part Mad Men, one-part Jackass," said Gestalt Brand Lab Managing Director Brian Munce. "Customers will be drawn in by the new aesthetic and elevated visuals that truly represent men's skincare challenges in a surprising and cutting-edge way.”
Spotlight Luminary Series
Lumin's rebranding comes with a community-building initiative and content series that spotlights Luminaries--trailblazers and innovators who are committed to sharing their personal “light bulb” moments to help others. To kick-off the monthly SpotLight Luminary series, viewers can find interesting interviews on the Luminary landing page featured on the newly designed website.
As part of the brand’s facelift, Lumin is revealing a suite of color correcting products that are a first for the male skincare industry.
“Men’s skincare has always been an underserved category, and as a brand that men already trust and turn to for easy-to-use and effective solutions, we saw an opportunity to push boundaries and innovate even more,” said Ingrid Jackel, newly appointed CEO of Pangaea Holdings, Inc,. “While color-correcting is an existing feature for women's cosmetics, we wanted to evolve this technology and adapt it to fit unique male skin needs and offer it in an effective, simple and digestible way.”
Unique Formulations
Two of the new SKUs feature unique formulations that leverage the science of color theory where opposite colors on the color wheel cancel each other out to instantly correct dark under eye circles and redness. To underscore the effectiveness of the color correctors, Lumin is offering a free trial of the products upon completion of a brief skin quiz for interested customers.
Instant Redness Corrector $19 – Equipped with undetectable green pigments that blend seamlessly into the skin to neutralize redness with hydrating and calming properties, panthenol helps to soothe and calm dry, red skin. Mushroom and aloe leaf extracts and sodium hyaluronate nourish and replenish skin's appearance.
Instant Dark Circle Corrector $19 – Lightweight yellow pigment counteracts blue and purple tones under the eye to immediately brighten and reduce the appearance of dark circles; this product visibly reduces the appearance of inflammation and hydrates the skin to help smooth the appearance of fine lines over time. The lightweight formula seamlessly absorbs into the skin without leaving any residue. It is enriched with licorice root extract, which diminishes the appearance of dark under-eye circles, discoloration and age spots. Additionally, caffeine helps to reduce puffiness from the skin's surface, making this a comprehensive solution for under-eye concerns.
Lumin is also launching a new redness defense moisturizer as a daily-use solution for soothing irritated, dry skin, great for the winter months. The Anti-Redness Defense ($29) is formulated with botanical ingredients to help soothe and calm dry, irritated, red skin. It helps moisturize, visibly reduce the appearance of inflammation redness and restore the natural skin barrier. Lumin’s unique complex includes panthenol to help soothe and calm dry, red skin. Centella asiatica, mushroom and aloe leaf extracts cares for the skin with natural defenses.
The new branding and products are available online and at select retailers.