Lumene looks to better reach consumers with product updates
NEW YORK — Lumene, a beauty brand from Finland that came to the U.S. beauty market in 2003 through an exclusive deal with CVS/pharmacy, is gearing up for growth in 2011 with revamped formulas and new packaging to better communicate with the U.S. consumer.
Since entering the marketing in 2003, Lumene has garnered an impressive following and has expanded beyond CVS’ store base of about 7,100 stores to roughly 3,400 Walgreens stores, 400 Ulta locations and 103 Sears stores. The brand also is available in select Target, Wegmans, Meijer and Giant Eagle locations.
“We have been very selective and cautious about rolling out to other retailers. … We have a tremendous partnership with CVS and they have really helped steer us and guide us from a marketing perspective in the U.S. market," Joe Pastorkovich, VP North America for Lumene, told Drug Store News. " We know our products and [CVS knows] the U.S. consumer, so they have been critical to our success here."
"[CVS has] also been very supportive of us going out into other retailers as well," Pastorkovich added. "They want to see this brand get bigger and they’ll benefit from us growing. But in order to really start activating media and marketing, we need to have a broader base of distribution.”
As Lumene works to expand distribution selectively and to find additional partners who will support the brand, the company also is focused on enhancing communication with its U.S. consumers. As part of that effort, the new packaging features a new “Lumene Finland” logo and more information about the product and its unique ingredients.
“Almost 100% of the women in focus groups said they like having an understanding of the point of origin of this product, and attaching the word ‘Finland’ to the logo was going to be helpful for them to understand that this is a European product and has a European heritage,” Pastorkovich said. “They connected Finland with beautiful women with beautiful skin, and also [with] high-quality and natural ingredients, so we felt it was a win to go forward with our new logo.”
Some of the new packaging more clearly calls out what the product does, such as reduces puffiness or fights wrinkles. In addition, the packaging now features information on the natural ingredients, including Arctic Cloudberry or Arctic Heather, which are used within the products. “These [ingredients] are the core of the Lumene brand, and what makes us unique and different is that we have these very specialized, natural ingredients that are found only in the Arctic area of Scandinavia. And we are telling the consumer what this is all about,” Pastorkovich said.
To help her understand which product line is best for her specific needs, the revamped packaging also includes an “age bar” to clearly communicate the suggested age of use. For example, the Vitamin C+ Plus line is geared for women ages 25 years and older, the Time Freeze line is designed for women ages 40 years and older, and the Premium Beauty line is ideal for women ages 50 years and older.
With regard to the formulas, Lumene has increased the level of natural ingredients within all of the formulas so the full line has a minimum of 80% natural ingredients, and the formulas now are free of parabens.
Lumene also has several new launches, including the new Time Freeze eye perfecting treatment that just launched at CVS for 2011. This “instant lift serum” promises to diminish puffiness and firm the skin around the eye area with the Artic Heather and metabiotics resveratrol. “It is almost like a completely new launch for Lumene in the U.S. market — all new product formulas, new product names and packaging,” Pastorkovich said.
Dial unveils NutriSkin line
NEW YORK — Henkel’s Dial brand has launched for 2011 a collection of NutriSkin lotions with BioNutrients.
According to the manufacturer, Dial NutriSkin lotions go beyond moisture to provide a daily dose of nutrition for healthier-looking skin in seven days. The formula features an exclusive BioNutrient complex, which is a blend of vitamins, nutrients and minerals.
The collection, which launched this month, includes:
Dry Skin with aloe: vitamins C and E (antioxidants), amino acids (protein building blocks), omega-3 (balances moisture) and vitamin F (improves elasticity);
Extra Dry Skin with shea butter: omega-3; omega-6 (balances moisture); vitamin F (improves elasticity); vitamins A, C and E (antioxidants); and amino acids (protein building blocks);
Soothing with chamomile (for itchy, dry skin): beta-glucan (soothing property from oats); vitamins A, C and E (antioxidants); amino acids (protein building blocks); and zinc (synthesis of collagen);
SPF 15 for daily sun protection: zinc (synthesis of collagen), vitamins C and E (antioxidants), amino acids (protein building blocks) and vitamin D (topical sun nutrient). This formula will launch summer 2011; and
Men’s: magnesium (energizes skin); niacinamide (B3 – conditions skin); amino acids (protein building blocks); and vitamins A, C and E (antioxidant boost).
The new Dial NutriSkin lotions with BioNutrients are available in three sizes: 3 oz. for $2.49, 12 oz. for $4.99 and 21 oz. for $6.99.
Report: Kristen Bell named face of Neutrogena’s Naturals line
NEW YORK — Word has it that "Burlesque" star Kristen Bell has inked a deal with Neutrogena to be the new face of its Naturals line, according to published reports.
Johnson & Johnson, the maker of Neutrogena, has not disclosed any details, but Bell reportedly told People, "I strive to live a healthy lifestyle, and to be able to represent a line that I actually use and like to incorporate into my daily routine is ideal." The line is free of dyes, chemical sulfates, parabens and petrochemicals.
Neutrogena’s portfolio of ambassadors includes Jennifer Garner, Miranda Cosgrove, Vanessa Hudgens, Emma Roberts, Gabrielle Union and Hayden Panettiere.