Having cut its teeth on influencer-driven online sales, Lumineux’s whitening line was about to be pulled by Target, Wal-Mart and other large retailers due to dangerously low sales volume, and a chronic inability to expand its marketing to reach audiences beyond its core youth demographic.
Seizing on research that shoppers often had poor experiences with whitening products from larger competitors, messaging shifted to the feeling of using Lumineux, allowing us to create market separation, and category reinvention, by addressing underlying barriers such as discomfort and inconvenience in a direct yet charming fashion. The brand was also given a new tagline reflecting the intelligence of Lumineux’s formula as well as the dazzling outcome.
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