Finland-based cosmetic brand, Lumene is proving that an unknown brand to most American consumers can achieve relevance in the US market, despite rampant stockkeeping-unit rationalization, consolidation of retailers and an overall tough economic climate.
The brand entered America in 2003 through an exclusive launch in CVS Pharmacy, which devoted major real estate to both its skin care and colour cosmetics lines.
The success in CVS, especially in skin care, has enticed other retailers to add the line, which, in addition to 7,100 CVS doors, is now in 3,400 Walgreens units, 400 Ulta stores and 103 Sears locations. It is also offered in select Target, Wegmans and Meijer stores.
Lumene’s growth beyond CVS is in a sense a testament to the marketing power of CVS, which recognised Lumene as a brand. The retailers pointed that the use of Finnish ingridients, such as the Arctic heather have helped Lumene stand out in a crowded skin care market. Buyers singled out Lumene for breaking through the clutter and selling at a time when other European imports, including a group of foreign brands at Target, didn’t resonant with shoppers. “Lumene is in a great spot for people looking for luxury and high-end ingredients. Also, natural Arctic super ingredients play a role in the brand’s appeal,” says Joe Pastorkovich, Vice President, North America.
With its newly minted distribution, Lumene is taking the next step, repackaging to help shoppers even better comprehend the products and adding more high-technology ingredients. These moves come at a time when consumers research ingredients on the Internet and feel prepared to make their own selections at mass locales. The company plans to have the new packaging in place by early next year.
Posted on: 24.12.2010