LUMENE - Light the Way
Lumene is a Finnish beauty brand that focuses on encapsulating the power of Arctic nature in cosmetics. For over 40 years they have been the Finnish equivalent of Nivea and are seen as a brand for an older generation. Lumene wanted to take the brand in a new and invigorated direction. The campaign was copy-driven and allowed me to develop the skills of crafting copy to suit a foreign language.
Redefining perceptions of Finnish femininity
Insight: For centuries, Finnish women have been repressed by a society that trivializes women's emotions and makes them feel that paying attention to their appearance is vain. This has led to a desire for the expression and acceptance of a new accomplished Finnish femininity.
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Opportunity: Lumene has the opportunity to demonstrate its relevance to a contemporary audience with a campaign that recognizes this desire. There’s an opportunity to connect with a new, millennial audience and deepen their relationship with core consumers by opening and sparking conversation around modern Finnish femininity.
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Idea: Finland has long led the way for equality between the sexes, but during the process, Finnish women have been subjected to stereotyping and their femininity has been compromised.
Now it’s time to draw a line, celebrate femininity, and eradicate those outdated misconceptions.
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Be beautifully strong
Women (can't) stand up for themselves
(Female) Role Model
Achieve the perfect balance
Stand out brightly
(Don't) stand out
Creative Director: Amie Rand​​
Senior Copywriter: Jess West
Junior Copywriter: Andreia Pedro