BRAND STRATEGY | CREATIVE CAMPAIGN

LUMIN SKINCARE

© Good Conduct, 2022

INSIGHT

The modern man invests in his overall well being, but ignores his skin.

STRATEGY

In a world where the modern man is in tune with his overall well-being and wants to invest in himself but may not always know how,

Lumin provides a guided journey into personal care

With effective, straight-forward, habit forming routines backed with education and support.

Because we believe in changing the face of man for the better.

CREATIVE PLATFORM

MANSPLAINED
FOR MEN.

For way too long, skincare has been stigmatized as something men don't do. They take care of themselves mentally and physically, but ignore their most important feature - their face. So, we developed a campaign for Lumin that makes guys ask themselves, ‘Wait, why don't I use skincare? This is stupid.’ Mansplained for Men over-explains something they all should already understand— washing and moisturizing their faces.

360 CAMPAIGN

The campaign was executed across TV, print, social, and paid digital. We also delivered educational material in the form of an explainer video for their website, and a library of photography and video assets touching on specific subject matter to help their male consumers further understand various skincare topics and FAQs.

END TAGS

Different versions of the campaign ads were provided for different uses. Some highlighting retailers, others driving to a Free Trial and a Generic version for a yet-to-be created future offer or message.

PRINT AND DIGITAL

BRAND ASSETS - Explainer Video + Robust Brand Guide

RESULTS

12x efficacy of performance ads in key markets where the top of funnel messaging (TV) ran
32% brand awareness growth in first 6 months of campaign
Unlocked new retail doors