Marketing to Women

‘The Key to creating marketing programs that will win women’s business is to understand what women value.’ (Barletta 2006:44)

Due to the fact that Lumene skincare and cosmetics market to women, it is key, when developing a marketing strategy, to understand the way women think and how they consequently purchase.

The Brand

he Lumene philosophy is best described by its mission statement;

‘To enhance your beauty and vitality in every day life with the power of plants and minerals from the Arctic Nature.’
(Lumene: online 2011)

The Lumene ethos encourages natural well-being and provides a caring service which promotes the brands unique selling point.

The Lumene Company are driven by a strong sense of purpose and have ambitious visions stated in this quote;
‘Lumene will be a holistic beauty & wellbeing operator. We will be the market leader in Finland and a bold challenger in the Key Markets offering Arctic nature based skin care’ (Lumene: online 2011)

Lumene currently distributes its extensive product range in 13 countries and represents a moderate price level in comparison to some of their more prestige counterparts in their current market. The brand stands for a strong commitment to green and ethical consumerism with a strong fixation on the use of natural ingredients. The brand prides itself on its use of at least 80% natural ingredients sourced from the Arctic Circle, featured in Figure 1, combined with the latest technological innovations.

Mintel Natural Market Trend

‘Mintel estimates the value of the UK natural and organic toiletries sector to be in the region of £34 million in 2009, representing a 25% growth on 2008.’ (Mintel online: 2011)

Aveeno Skincare Competitor

Founded 1945

Based in America

Distributed in Walgreens, Target and CVS like Lumene but is also distributed in Boots stores in the UK. Uses the best of nature to deliver scientifically proven, effective beauty care products.

‘AVEENO offers a unique lineup of products, specially formulated with Naturally Active Ingredients - ingredients derived from nature which have been shown to help optimise skin's health and beauty.’ The Aveeno ethos is very similliar to the Lumene ethos with the promise of natural ingrediants and effctive products.

Origins Skincare & Cosmetics Competitor

Founded 1988

Based in New York

Origins were introduced by The Estee Lauder Companies in 1990 as a plant-based line of skin care, makeup and aromatherapy products that combine time-tested botanical ingredients with modern science. The brand's mission is ‘to create high-performance natural skin care that is powered by nature and proven by science by using potent plants, natural and organic ingredients and 100% natural essential oils’. (Origins online:2011) The Origins product range is similar to that of the Lumene product range and the use of natural ingredients within these products makes Origins a strong competitor.

Mission, Vision & Values

Mission Statement

To enhance your beauty and vitality in every day life with the power of plants and minerals from the Arctic Nature.

Vision
LUMENE will be a holistic beauty & wellbeing operator.

We will be the market leader in Finland and a bold challenger in the Key Markets offering Arctic nature based skin care

Values

Satisfied customer
We exceed customer expectations; we value, recognize and predict the needs and expectations of our customers.

Mutual trust and respect
Based on our solid performance we will earn everyone's trust and respect.

Delivering results
We aim at the best result in everything we do.

Innovation and Adding Value
Our aim is to deliver innovative solutions which are adding tangible value in everything we do.

Responsibility
Our systematic and diligent work promotes safety and well-being. Environment and Nature have essential part in our everyday life.

Hello!

This blog is a research blog to support the viability of the transition of the Lumene brand into the UK skincare and cosmetics market. Lumene is a Finnish brand with an arctic heritage fulfilled with natural ingredients and a 'cool' european visual identity. Posts will be added to create a digital research file that will inspire,generate ideas and eventually show the best stratergies for Lumene to enter the UK.