LUMIFY: Natural Beauty
The folks at LUMIFY were looking to shift the brand toward the beauty space and differentiate themselves from pure practicality-focused competitors like Clear Eyes and Visine. I was brought in as a fresh pair of eyes (get it?) to see what I could come up with. So I gave LUMIFY a try and noticed that not only did the whites of my eyes look crazy white, the hazel color of my eyes popped. It’s almost like LUMIFY sets up a clean backdrop to highlight your unique eye color. A campaign was born.
The Natural Beauty campaign is all about showing off your naturally beautiful eye color—those baby blues, hazel hues, gorgeous greens, and beautiful browns—with the help of LUMIFY. The campaign resulted in a 20% sales lift plus increased awareness and usage among a new demographic of so-called ‘Male Groomers.’
:30 TV Spot
:15 Hulu/Streaming Spot
:06 Bumper
Website Refresh & Digital Videos
In rewriting the website, the client was looking to lean into beauty but also highlight the unique science behind LUMIFY in a consumer-friendly way. So we gave it a fresh, bright look inspired by DTC beauty brands, created a page dedicated to The Science of LUMIFY, and brought in content from LUMIFY Brand Ambassador and celebrity makeup artist Vincent Oquendo (see those digital videos here). Click each image to view the full page PDF.
Home Page
The Science of LUMIFY // About Page
Buzz // Press Page
CW: Lauren Weiss
AD: Kailyn Moore
ACD Copy: Kelsey Miller
Agency: BARKER