Lumin
Brilliant men’s skincare solutions that illuminate your full potential.
RoleCopywriting
ScopeRebrand
Men’s skin-care brand Lumin had undergone a makeover to create a look and feel that's more fun and simplified, while still remaining a solutions-driven brand. As I was just coming off of the Meridian Grooming rebrand with Pangaea, they contracted me to lead on new brand copy for Lumin's rebrand initiative.
A brand that gets guys AND skincare. Say whaaat?
Lumin creates simply brilliant, innovative skincare solutions that empower men to look and feel their brightest.
Their secret sauce? Science, style, and stunts.
As the copywriter behind this strategic overhaul, my role was pivotal in aligning the brand copy with the vibrant new visual elements and overall brand energy. In essence, my role wasn't just about wordsmithing; it was about creating a bridge between the visual transformation and the core message of Lumin. Through careful crafting (and yes, that also means puns and witty wordplay galore), I contributed to the evolution of Lumin's brand, ensuring that the personality and strength of the brand were effectively communicated to both loyal customers and new explorers of the products.
Spend time looking good, not trying to.
✦
Spend time looking good, not trying to. ✦
The challenge lay in simplifying the often overwhelming world of skincare, making it approachable and enjoyable for men who are interested in doing more than throwing water on their face. My approach was to infuse the copy with a sense of playfulness, allowing readers to embrace self-care with a newfound enthusiasm. By combining the brand's strengths with an emotionally resonant tone, I created content that not only informed but also connected with the audience on a very real level.
The website and CRM campaigns became avenues of guidance, leading men through the complexities of skincare while injecting an air of fun. I distilled the brand's identity into succinct yet impactful copy, working in harmony with the revamped visual elements to create a cohesive and immersive user experience.
