Our work
Lumin: Demystifying men’s skincare
With the national skincare conversation largely focused on women, men are often left unsure about how to care for their skin. Enter Lumin, a DTC skincare brand that set out to simplify and demystify to process for men by creating a tailored collection of intuitive products specially formulated for male skin. The brand quickly gained a cult following but needed to accelerate awareness as it set its sights on retail.
Insight & Idea
The challenge was to breakthrough to men who have never considered a skincare regimen and articulate why it’s necessary while underscoring how easy it is with Lumin products. Diffusion worked closely with Lumin’s marketing teams to develop its ‘Mansplaining’ campaign which takes a comedic approach to overexplaining the importance of skincare and how Lumin could provide a simple solution. Diffusion was responsible for amplifying the campaign and new products through earned media.
Impact & Action
Diffusion’s strategic storytelling coupled with seeding and news engine tactics won Lumin widespread coverage in top national men’s lifestyle and beauty media. Shortly after the campaign launch, Lumin grew from being a DTC brand with a dedicated cult following to a premiere provider of men’s skincare available at top retailers nationwide including Target, Walmart, CVS and more. The retail roll out generated a second wave of press in top business, retail and beauty media which catapulted the brand on an upward trajectory.
