LUMENE by annnareetta

Anna Parkkinen w16037486 FA6006 FMP Strategy and Promotion Document

Lume ne i s a Finnish bea ut y bra nd w hic h ce l e brate s i ts c lose r ela t ionship t o t he e nvi ronm e nt by ut ilising na t ura l ingr edient s f rom the Arc t ic Na t ur e t o help enha nc e natural be auty . The bra nd’s na me wa s i nspi re d by the la ke Lummenne in C ent ra l Fi nl and and t he bra nd ha s been t he marke t l e ade r in Finla nd ev er sinc e 1973. T he y have crea t ed nine differ ent skinc a r e col l e c ti ons to c a t er va r ious skin t y pes a nd al l of the i r ma keup pr oduc t s a r e simple and we i g htl e ss . Lumene r eflec t s it s Finnish ori g i ns i n i ts produc t s a nd t heir design a nd as a brand i s desc r ibed t o be c lose- t onature and re l ia ble just like Finns.

Lume ne ’ s m i ssion is simply t o enha nc e one’s natural be auty a nd v it a lit y in ev er y da y life wi th the powe r of pla nt s a nd minera ls fr om the Ar ti c Natur e.

Lume ne ’ s ski nc a r e pr oduc t s a r e a ll a t lea st 80% made f ro m na t ura l ingr edient s w hic h have be e n sou r c ed sust a ina bly fr om Nordic nature . Most of t he skinc a r e pr oduc t s a r e com pl e te l y vega n a nd Lumene ha s zer o tol e rance towa rds a nima l t est ing .

Lumene launched in the UK in April 2018 which received online media coverage by magazines such as Vogue, Harper’s Bazaar and Glamour. Lumene’s products are currently only sold online at their website, which opened in October 2018, and through six other beauty online retailers: Amazon, Feel Unique, Look Fantastic, Birchbox, Notino and Beauty Expert. Most of the online retailers only stock bestsellers whilst the brand’s online store stocks every product but doesn’t have a specific website version for UK costumers. Lumene doesn’t have any physical touchpoints in the UK which makes the online store even more important. The brand usually stocks their products in big supermarkets and department stores which would be a natural extension for the brand in the UK as well. During their first year in the UK, the brand has worked with Birchbox to create a limited edition box filled with Lumene’s products. They have also done two press trips with influencers such as Victoria (@Inthefrow), Kate (@kate.lavie) and Ruth (@modelrecommends) to Lapland to experience Finland and learn about the brand.

• • • • •

Strong market position in Finland. Long history. Strong brand identity. Appealing product packaging. Products developed and manufactured in Finland. • Strong social media and online presence in Finland. • Wide product range.

• Small company compared to bigger and more well-known international brands. • Relatively unknown brand Internationally. • No physical stores in the UK. • Saturated market. • Small brand awareness in the UK. • Weaker online presence in the UK compared to Finland.

• • • • •

• Not standing out from well-known brands abroad. • Brexit. • Investing in expanding internationally. • Competition: Body Shop Origins L’Occitane Drunk Elephant

International success and growth Growth in Finland. Changing beauty expectations. Physical space in the UK market. Collaborations with brands and influencers. • Building an audience in the UK. • Increase brand awareness in the UK.

L um e ne i s a ne w brand in t he UK bea ut y ma r ke t a nd is st ill r e l ati ve l y unknown. As a bra nd it ha s a st r ong ident it y w it h pr oduc ts at an af f ordabl e pr ic e point . How ev er, it doesnâ&#x20AC;&#x2122;t st a nd ou t f rom othe r brands tha t offer simila r pr oduc t s a nd va lues. C ompare d to othe r si m i l ar bra nds in t he UK. Lumene is a sma ll bra nd wi thout a physi cal spa c e a nd bra nd awa r eness.

L um e n e â&#x20AC;&#x2122; s targ e t audi e nce i s ma inly w omen w ho sha r e simila r va lues w i t h t he brand i nste ad of spec ific age, skin t y pe or t one. This c a m pa i g n targ e ts pe opl e who c a r e a bout t he env ir onment , hea lt h a nd n utr i ti o n, f i tne ss and we l l being . They believ e ba la nc e is t he key t o a h e a l t hy m i nd and body but t heir busy w or k sc hedule c a n some t imes m a k e i t chal l e ng i ng . As a c onsumer, t hey a r e c onsc ious a nd hav ing di s pos abl e i ncom e g i ve s them mor e fr eedom t o c hoose be tt er opt ions f or t he m se l ve s but al so f or t he env ir onment . Dur ing w eekends t hey t r y t o swi tch of f work m od e a nd enjoy out door s, c ooking a nd ev en pa m pe ri ng eve ry now and aga in. They c onsider sma ll t hings in life s u c h a s a m om e nt i n the mor ning a nd night for a skinc a r e r out ine a s a n ev eryday l uxury.

T he h a s h tag we l l ne ss has ov er 26 .5 m i l l i on posts on Instag ram. A c c ordi n g to G l obal We l l ness In s ti t ute , the G l obal We l l ness E c onom y i s a $ 4. 2 tri l l i on mark e t w i t h t he t op thre e se c tors be i n g P er s on a l C are , Be auty and Ant iA g i ng ($1,0 83 bi l l i on), He al th y Ea ti n g , N u tri ti on and We i g ht Loss ( $702 bi l l i on ) and We l l ne ss T ouri sm ( $6 39 bi l l i on). (G l obal We l l ness In s ti t ute , 2019) B e a uty, w e l l ne ss, f ood and f i tness a r e i nc r e a s i n g l y i nte r twi ne d due t o c us tom e r s s ee ki ng f or a combi nati on of m enta l , physi cal and soc ia l w e l l bei n g . Custome rs are m o r e awa r e of i n g re di e nts and de m and bea u ty tha t i s transpare nt , e thi c a l a nd s us ta i nabl e .

M i nte l h a s conduc te d studi e s wh ic h h av e f ound that the numbe r of d om es ti c h ol i days i s expe c te d t o g r ow a t a fa ste r pace than ove rs ea s h ol i da ys i n 2019 (+1. 4% vs +1. 1%). Anothe r s t udy has f ound that 61% o f a dul t s ag re e that “ It’ s be tte r t o e s c a pe towns/ ci ti e s to re l ax i n t he c ou ntr ys i de whi l e hol i dayi ng i n t he U K.” (A c a de m i c. m i nte l . com , 2018 ) A domestic wellness tourist spends 178% more than the average domestic tourist. 2018 GLOBAL WELLNESS TOURISM REPORT

A c c ordi ng t o a l i st on we l l ne ss trav el t rends 201 9 by He al th & Fi tness Trav e l , peopl e wi l l be taki ng di f f e rent we l l ne s s r e t re ats such as “ natu r e i m m er s i on g e taways. ” Studi e s hav e fou nd tha t the e f f e c ts of be ing o u t door s hav e shown a re duc ti on in st r es s a n d d e pre ssi on. O the r ni c he re tr ea t s i nc l ude “ f e r ti l i ty tri ps” and “ w e l l n e s s mumcati ons. ” A shor t h e a l thy br eak can be be ne f i ci al for b o t h m u m a nd chi l d and i t al l ows them t o r e c ha rg e batte ri e s whe the r on a sol o t r i p or g i rl y g e taway. A we l l ness re tr ea t i s a n oppor tuni ty to f ocus on t h em s e l v e s , to f e e l be tte r and m o r e re l a x ed. (He a l thandf i tne sstrave l . co m, 201 8 )

R es e a r c h by Mi nte l has shown t ha t t he a tti t ude s towards he al thy e at ing in t he U K have re mai ne d unchanged a s t he m a j o ri ty of pe opl e stri ve t o e a t h e a l t hy m ost i f not al l the ti me. P e opl e l i n k cooki ng f rom scratch a s a k ey to e a ti ng he al thy and the reâ&#x20AC;&#x2122;s a n i n te r e s t i n natural ne ss and cl ea n e a ti n g . Howeve r, more than f our in 1 0 peopl e ag re e that i t i s di f f i cul t t o t hi n k of di f fe re nt me al s to cook but t he ov e ra l l i nte re st i n ne w re ci p es g oes be yon d those stuck i n a l ack of m ea l i dea s . (acade m i c. m i nte l . co m, 201 8 )

Ther e are ov er 17.5 mi l l i o n millennia ls w hic h ma kes t hem th e la rgest genera t ion in t he UK. W h i l s t millennia ls hav e been a t t he for e fr o n t of t he hea lt h a nd fit ness t r en d , t hey st r ug gle t o open a bout th ei r ment a l hea lt h. Millennia lsâ&#x20AC;&#x2122; s o c i a l media post s r eflec t t heir pers o n a l exper ienc es suc h a s t rav eling , mea l s out a nd spending t ime w it h fr ie n d s . This indic a t es how muc h Millen n i a l s va lue exper ienc es ov er ma ter i a l possessions. Younger Millen n i a l s c ur r ent ly hav e mor e dispos a b l e inc ome c ompa r ed t o older Millen n i a l s w hic h is some t hing bra nds need t o tr y t o c a pt ur e a nd a da pt t o a c c ordi n g l y. (A c a demic .mint el.c om, 2018)

W GSN’s B ea ut y C ommunit y Ru l es : Emerging Tr end Repor t 201 9 ident ifies mic r o- influenc er s a s th e next wa y for bra nds t o r ea c h th ei r a udienc e. “The bea ut y industr y i s ha r nessing t he old-fa shioned p o w er of w ord of mout h in order t o c ulti va te loy a lt y a nd r ea c h new c onsumer s . ” C onsumer s no longer see w el l know n soc ia l media influenc ers a s t heir peer s w hic h under mines th ei r influenc e. I t is impor t a nt for bra n d s a nd t heir a mba ssa dor s t o r e m a i n r ela t a ble a nd inc lusiv e espec ia l l y to t he Millennia l a udienc e. ( Wgsn.c o m , 2019)

• To raise awareness of Lumene’s brand identity. • To enhance Lumene’s engagement with its audience on social media. • To target a wider audience. • To build a lifestyle around Lumene and associate it with brands that share similar values. • To drive traffic to Lumene’s website / online store.

• • • •

To To To To

increase customer base. increase sales in the UK. increase brand loyalty. further penetrate the UK market.

*A l l of the obj e c ti ve s above are spec ific a lly a i m ed a t the UK m arke t.

Lum e ne wi l l l aun c h a n opt i- c ha nnel c a mpa ign, ‘ Mi dsum m e r M emor ies’, w hic h w ill foc us on bri ng i ng the bra nd’s ident it y t o life by of f e ri ng an oppor t unit y t o exper ienc e t he Fi nni sh Mi dsum mer in Engla nd. Thr ough t he cam pai g n, Lumene wa nt s t o show it s UK audi e nce how t o r ec r ea t e Finnish w ellbeing ri tual s and Mi ds ummer t ra dit ions in Engla nd. T he cam pai g n w ill t a ke pla c e dur ing Summer 2019 f rom 2 1st June unt il 4t h August . Lum e ne wi l l work w it h Thy me, a quint essent ia l Eng l i sh country dest ina t ion in C ot sw old, t o bri ng the m ag i c of Midsummer t o life. The expe ri e nce wi l l highlight Finnish w ellbeing ri tual s, Mi dsummer t ra dit ions but a lso Lum e ne ’ s val ues a nd w ha t it st a nds for a s a Fi nni sh brand. T he ent ir e exper ienc e w ill ma de avai l abl e f or purc ha se. T he ai m of the c a mpa ign is t o r einfor c e Lum e ne ’ s brand ident it y in t he UK ma r ke t a nd m ake the brand mor e dist inc t iv e a nd r ela t a ble.

Th e qui n te s s enti al Eng l i sh count r y d e st i n a t i on , T hym e wi l l be the l ocati on for Lu me n e ’ s ex per i e nce . T hym e i s an idea l lo cat io n du e to i ts faci l i ti e s and the ra nge o f ac t i v i ti es tha t i t of f e rs but al so f o r it s valu e s , w hi c h a l i g n wi th Lum e ne ’ s, fr om t h e id ea of l i v i n g sustai nabl y to natu ra lly so u rce d i ng r edi ents and f l owe rs.

D E TAILS RO O MS: 31 luxur ious r ooms w it h double beds. 5 differ ent mee t ing a nd ent er t a ining s p a c es . CAPACITY FO R THE TITHE BARN : Up t o 60 people. 4 RE STAURANTS: Ox B a r n – Moder n Rest a ura nt for dinner s . The Swa n – V illage Pub for lunc hes a nd d i n n er s . The B a a – B a r a nd guest sitt ing r oom. The Tit he B a r n – B r ea kfa st s, Sunda y s u p p er s a nd pr iva t e ev ent s.

Th y me h a s the pe r f e c t mi xture of Scan d i n av i a n cosi ne s and English co n t e m pora r y rural atmosphe re w hilst b e in g a l u x u r i ous bouti que hote l . T h y me d e scri be s i ts e l f as “ A vi l l ag e i n a vi l lage” TH E CO O KE RY SCHO O L an d i s l oc a t e d onl y two hours away fr om ME AD OW SPA Lo n d o n by a c a r i n Southdrop, Cotsw old. KITCHE N GARDE N AND FARM Co t sw ol d i s a po pul ar l ocati on f or a r ura l e scap e w i t h be a uti f ul countrysi de sce ner y .

L um e n e w i l l cre ate thre e di f fer ent bundle va r ia t ions of t he Midsumm er ex per i e n c e at di f f e re nt pri ce point s for pur c ha se in c olla bora t ion w it h Thy m e. Ea c h of t he bundl e s wi l l be sol d a t Thy meâ&#x20AC;&#x2122;s w ebsit e due t o logist ic a l r ea so n s bu t t he di re c t l i nk to the booki n g w ebsit e for t he bundles w ill be pr omot ed o n Lume ne â&#x20AC;&#x2122; s In st agra m a nd UK w ebsit e.

O ne of the ac ti vi ti e s of f e re d during the ex pe r i e nce wi l l be a f l ower wor k s hop. Fl owe rs are an e sse n t ia l pa r t of Mi dsum m e r and i t i s a tra di ti on to pi ck up wi l d f l owe rs and c r e a te f l ow e r crowns be f ore f ur ther c el ebra t i on s. T h ym e s ource s the i r f l ow er s l oc a l l y f r om the i r own g arde n and s ur r oundi n g wate r me adows. T h eir i n -hous e he ad f l ori st , Sophi e , w ill be r u nni n g the workshop i n t he B a l c ony R oom eve ry othe r day for the du ra t i on of the campai g n. L u m e n e a n d T hym e wi l l of f e r thr ee di f f er ent f l owe r workshops on f l owe r c r owns, wre aths and f l ow er a r ra n g e m ents. S u s ta i na bi l i ty i s an i mpor tant par t of L u m e n e a nd thi s i s why al l of t he pa r t i c i pa nts can take the i r cre ati o ns hom e a nd the f l owe r arrang e m ent s m a de f or the pre ss tri p wi l l be r eus e d. T h e workshop al so hi g l i ght s s ev era l wa y s of ke e pi ng f l owe rs aliv e l on g e r a n d how to di spose the m t he r i g ht wa y.

O x B a r n i s the ne we st addi ti on to Th y m e â&#x20AC;&#x2122; s s e l e c ti on of re staurants. Th e r e s t a u ra n t has a conte mporary ru ra l i n te r i or . T he m e nu f or the cam pa i g n ha s be e n care f ul l y draf te d b y the he a d c he f Charl i e Hi bbe r t an d L u m e n e . T he Mi dsumme r m e n u i s a bea u ti f ul combi nati on of fre s h , s i m pl e and natural f l avours i n h onour of Fi nni sh home m ade su mm e r f ood. A l l of the i ng re di e nts are l ocal l y so u r c ed w he r e possi bl e and f re sh v e g e ta bl e s , h e rbs and e g g s are co l l ec t e d da i l y f rom the ki tche n gard e n a nd farm to e nsure top q u al i ty. F in ni s h m i dsumme r f ood is t radi t i on a l l y f ul l of col our and fl avo u r f r om natural i ng re di e nts an d he r bs . B e r ri e s, ve g e tabl e s and fi sh a r e a s t a b l e f or a mi dsumme r m e n u wi t h f r e s h dri nks.

Front

Back

C ook i n g c l asse s base d on Fi nn ish cuisine will be a part of the Midsummer ex pe r i enc e as one of the ac ti vi ties. T h i s wi l l be a g re at oppor tuni ty t o l ea r n a bou t g arde ni ng , f ore g ing , s our c i n g i ng re di e nts, Fi nni sh f o od a n d c ook ing i n g e ne ral . A r ea l i n s i g h t i n to the val ue s and ori g i n of L u m e n e w i l l be g ai ne d as we l l . N o c l a s s w i l l be the same and a r e g oi n g t o be l e d by T hym e ’ s o w n c h e f s . Ea ch cl ass wi l l be around thr ee hours l ong i ncl udi ng l unc h wi t h a f e w exce pti ons. A s c he du l e of the cooki ng cl asses wi l l be pr ovi de d on T hym e ’ s o w n we bs i te u nde r the he adi ng ” The C ook e r y S c hool . ”

L um e n e wi l l cre ate a spa menu i ns pi r e d by Fi nni sh we l l be i ng rit ua ls a nd L u m e ne ’ s thre e be stselling sk i n c a r e c ol l e c ti ons: Nordi c-C [ VA LO], N ordi c Hyd ra [ LÄHDE] and N ordic R i t ua l s [ HA R MO NIA] . T hi s wi l l be a g ood oppor tuni ty to i ntroduce s ome of L u m e n e ’ s produc ts to pote nti al new c us tom e r s . T he massag e the rapist s a nd es the t i c i ans wi l l be trai ne d on t he u s e d pr oduc ts to be abl e to answ er a ny qu e s t i o ns about the tre atmea nt s a nd pr odu c t s. L um e n e ’ s s p a m e nu wi l l be availa ble i n t he Me a dow Spa i n T hyme f or t he du ra t i on of the campai g n al ongside t h e i r n or m a l spa m e nu.

PRESS TRIP

Lu me n e wi l l host a we e ke nd pre ss t r ip t wo we ek s be f ore the cam pai g n l aunc h fro m Fr i da y 7th June to Sunday 9t h J u n e . A pr es s tri p wi l l be a g ood wa y t o fa m i l i a r i s e care f ul l y se l e c te d p r ess an d i n f l ue n c ers to the cam pai g n by le tt i n g t he m expe ri e nce i t. Al l of t his w i l l hope f ul l y l e ad to soci al me di a a nd jo u r n a l i s t i c conte nt whi ch wi l l help re a c h a w i der audi e nce and to f ur t her p ro m ot e t he c am pai g n. Al l of the con t ent can a l s o be r e poste d on Lum e ne UKâ&#x20AC;&#x2122;s In stag ra m to cre ate m ore hype around t h e c a m pa i g n i tse l f . In v i t e s f or t he pre ss tri p wi l l be sent o n M onda y 6 th May wi th f l owe rs fr om F l oom a nd the g ue st l i st wi l l be f i na lised t wo w e ek s a f t e r i t on Monday 20th Ma y .

INVITATION

T he g ue st l i st f o r t he pr ess t r ip ha s a mixt ur e of pre ss and influenc er s w ho hav e been care f ul l y se l e c t ed by Lumene a nd Ska ndi Communi cati ons . Due t o t he limit ed spa c e at T hym e and t he desir e t o offer t he best Mi dsum m e r exper ienc e w it h Lumene, t he size of the pre ss tri p w ill be c a pped a t 12 people. Lum e ne wi l l be inv it ing ma inly blog ger s w ho have a g ood so c ia l media pr esenc e w it h a n e ng ag i ng audi e nc e w it h a mixt ur e of follow ing rang i ng f rom 5,000 t o 100,000 follow er s. The i nf l ue nce rs wri t e a bout lifest y le, food, t rav el and we l l be i ng . Lumene w ill a lso be w or king wi th the i nf l ue n c er s on pa id c ont ent on t he cam pai g n. Hal f of the i nvi t ed people a r e fr om pr ess w ho have be e n chos en ba sed on t heir pr ev ious conte nt , val ues a nd public a t ion. Ther eâ&#x20AC;&#x2122;s a mi xture of food, bea ut y a nd lifest y le e di tors f rom i ndependent maga zines t o big publ i cati ons.

NAME

COMPANY

POSITION

CONTACT

PRESS & MEDIA Becki Murray

Harper's Bazaar UK

Beauty Journalist

becki.murray@hearst.co.uk

Katie Berrington

British Vogue

Digital Editor (Vogue.co.uk) katie.berrington@condenast.com

Megg Abbott

Suitcase

Food Editor

megg@suitcasemag.com

Mica Ricketts

Whowhatwear

Deputy Beauty Editor

mricketts@whowhatwear.com

Rebecca Brett

Delicious.

Digital Editor

rebecca.brett@eyetoeyemedia.co.uk

Rosie Fitzmaurice

Evening Standard

Digital Lifestyle Writer

rosie.fitzmaurice@standard.co.uk

Elizabeth Dhokia

Blogger

elizabeth@elizabethdhokia.com

Emily Warburton-Adams English Emily

Blogger

http://english-emily.com/contact/

Kim Parslow

Sweet Monday

Blogger

kim.parslow@gmail.com

Lottie Murphy

Blogger

lottie@lottiemurphy.com

Natalie Glaze

Blogger

natalie.natalieglaze.com

Sophie Kate

Blogger

Sophie@sophiekate.com

INFLUENCERS Elizabeth Dhokia

P RE S S I N FLUEN C ER S TOTA L

6 6 12

Each of t he g ue sts on the pre ss t r ip w i l l r e c e i v e a pe rsonal i se d Mi dsummer p ampe r i n g es se nti al s g i f t bag i n t heir ro o m u pon a r r ival .

1. CLASSIC CREAM SIGNATURE SET Ev e r yon e w i l l re ce i ve a 100% cott on p y jam a s e t f r om De sm ond & De m ps ey . A lu x ur i ous a n d cl assi c pyj ama se t whi ch fit s fo r r el a x i ng a n d l oung i ng throug hou t t he ex p er i e n c e a n d eve n af te r i t. 2. WOMEN’S REVERSIBLE EYE MASK A rev er s i bl e s i l k e ye m ask i n the Finnish flag’ s c ol ou r s b l ue and whi te f rom Der ek Ro se L ondon wi l l l i nk the g i f t bag t o Lu me n e ’ s or i g i n. T he e ye mask wi l l a lso b e m on og ra m me d wi th eve ryone ’ s i nit ia ls w h ic h w i l l be a l ove l y pe rsonal i se d touc h t o t h e g i f t bag . 3. CASHMERE BED SOCKS Warm a n d c o sy socks are popul a r in F i n la n d ev en duri ng Mi dsum m e r. Gr ey cash m er e s oc k s f rom T he Whi te Compa ny w i l l h e l p t o c o m pl e te the e nti re pyja ma lo o k. T h e bra n d i s al so we l l -known ac r oss t h e U K a n d coul d pote nti al l y g e nera t e so ci a l m e di a c onte nt wi th a re f e re n c e t o t h e ex pe r i enc e as we l l . 4. SKANDINAVISK CANDLE Can dl e s a r e one of the most po pula r it e ms a s s oc i a t e d wi th Scandi navi a , it ’s o n ly a ppr opr i a te to i ncl ude a tr endy Scan di n av i a n c a ndl e “ Le mpi ” m e ani ng lov e in o l d F i n ni s h f rom Skandi navi sk.

5.CHILLY’S REUSABLE WATER BOTTLE To a dd a n ev er y da y essent ia l, a r eu s a b l e wa t er bott le fr om C hilly ’s in t he F l o ra l mea dow pa tt er n w ill be inc luded . A s r eusa ble wa t er bott les a r e a be tt er c h o i c e for t he env ir onment , t his gif t w il l h el p a ssoc ia t e Lumene w it h sust a ina bili ty a n d na t ur e. 6. NORDIC-C [VALO] A ra nge of pr oduc t s fr om Lu m en e’ s Nordic- C [ VA LO] c ollec t ion w ill be a d d ed to giv e t he guest s a n oppor t unit y t o t ak e th e pr oduc t s home a nd t r y t hem w it h t im e. T h e c ollec t ion giv en is a lso t he ma in c ol l ec ti o n for t he ent ir e Midsummer exper ience. T h i s w ill hopefully lea d t o possible soc ial m ed i a post s, r ec ommenda t ions a nd r ev iews w h i c h w ill r efer enc e t he exper ienc e a nd m en ti o n t he bra nd. * All of t he pr oduc t s a r e pr oudly fr o m o n l y B r it ish a nd Sc a ndinav ia n bra nds w h i c h l i n k t o t he exper ienc e a nd Lumene. Th i s w i l l help t o r einfor c e Lumene’s bra nd i d en ti ty but a lso a ssoc ia t e Lumene w it h Br i ti s h bra nds a nd a c er t a in t y pe of lifest y le.

PRESS PACK

A pr e s s pa c k wi l l be se nt out to 30 m em be r s of t he pre ss to g ai n a wide re a c h f or ne w s cove rag e . R e ci pi e nt s h av e bee n care f ul l y se l e c te d a nd re pr e s ent a di ve rse se l e c ti on of p u bl i c a ti on s . Be auty, f ood, trave l and we l l bei n g a r e the mai n f our cate g ories t h a t a r e bei n g targ e te d. A PDF ve rsion o f the pr es s pack wi l l al so be m ade ava i l a be on Lum e ne â&#x20AC;&#x2122; s UK we bs it e u n de r the h e a di ng Pre ss.

WEBSITE

A U K s pe c i f i c we bsi te / onl i ne stor e w it h t he URL ending ’.c o.uk’ w ill be a d d ed t o L u m e n e ’ s country spe ci f i c websit e opt ions on t he t op r ight c or ner of e a c h pag e . T h e we bsi te wi l l be updated t o show pr ic es in pounds ’£’ inst ea d of eu r o s a nd the c onte nt wi l l be m ore f oc used t owa rds t he UK ma r ke t . The w ebsit e w i l l i nc l ude brand e di tori al on UK spec ific c a mpa igns, c olla bora t ions a nd sea so n a l c onte n t. F or the du rati on of the cam pai g n , t he la nding page w ill enc ourage c ust omers to j oi n the mai l i ng l i st to re ce i ve a 20% disc ount w it h fr ee deliv er y . The ma il i n g l i s t wi l l s er ve to i nf orm customer s on new bra nd edit or ia l, c a mpa igns , dea l s a nd pr odu c ts.

T h r ou g hout the cam pai g n, brand edit or ia l w ill go up r egula r ly on t he w ebs i te a bout Mi ds um m e r, we l l ne ss, f ood a nd ot her sea sona l t opic s. • Fi n ni s h Mi dsum m e r i n Eng l and • Mi ds u m m e r We l l ne ss R i tual s • Hydra t i o n Boosti ng Sm oothi e w it h A nt i-A geing B enefit s • How to R e cre ate the G l ow Facia l • How to Li ve More Sustai nabl y • 5 S u m me r Make up Esse nti al s for a Na t ura l look

INSTAGRAM COMPETITION

T he cam pai g n will ma ke use of a soc ia l media compe ti ti on to boost Lumene’s engagement wi th i ts audi e nc e a nd pr esenc e on I nst agra m. T he compe ti ti o n w ill r un fr om 21st June t o 7th June and will hav e t hr ee w inner s in t ot a l. T he photo compe t it ion w ill enc ourage people to share the i r fav our it e Midsummer memor y by posti ng a summer pic t ur e w it h t he cam pai g n hasht ag a nd t ag ging @lumene_ uk. T he compe ti ti o n w ill be pr omot ed da ily throug h Lume n e’s I nst agra m st or ies w it h som e posts on t heir feed a s w ell. Thy me, @ thyme . e ng l an d, w ill a lso r epost Lumene’s ori g i nal compe t it ion a nnounc ement on t heir stori e s wi th a dir ec t link t o t he c ompe t it ion on 2 1st June . T hroug hout the two w eeks of t he compe ti ti on, i nfluenc er s w ill sha r e t heir ow n # Mi dsumme rMemor ies on t heir feed a nd stori e s. Lum e ne w ill r epost ent r ies on t heir stori e s and f e e d a s w ell a s r epost influenc er s’ conte nt and pro mot e bra nd edit or ia l.

L um e n e ’ s announce me nt on t he com pe ti ti on.

Thy me’s r epost of t he a nnounc em en t on t heir st or ies.

”Competition time! [Kilpailun aika!] To celebrate our #MidsummerMemories campaign launch today with @thyme.england, we’re giving away one of each Midsummer bundles! Always wanted to experience Midsummer with us? Here’s how you can enter: 1. Follow @lumene_uk 2.Share your favourite Midsummer Memory by posting a summer picture with #MidsummerMemories and tagging us! (The randomly picked three winners will be DM’d and announced on 8.7.2019. Good luck! [Onnea!])”

PRESS TRIP TIMELINE

VISION FOR THE FUTURE

T he i nte nti on of Midsummer Memor ies is t o giv e Lume ne a g ood f ounda t ion for fur t her gr ow t h by re i nf orci ng i ts brand ident it y in t he UK ma r ke t a nd maki ng Lume ne mor e dist inc t iv e a nd r ela t a ble t o UK custome rs. By associ ati ng Lumene w it h bra nds w ho sha r e simila r val ue s and de si re d lifest y le, it w ill a llow Lumene to cre ate an atm os pher e w hic h r eflec t s it s ident it y and re l ati onshi ps wit h it s c ust omer s. Lume ne wi l l continue t o dev elop it s r ela t ionship wi th T hym e wi th t he r esult of t he c a mpa ign being succe sf ul and pote nt ia lly pr oduc e mor e exper ienc es i n the ne ar f uture w it h Thy me a nd on it s ow n. Wi th the succe ss of t he c a mpa ign, Lumene ma y choose to take the oppor t unit y t o open a phy sic a l space f or i ts prod uc t s a nd pla c e it self a mongst si mi l ar brands on t he Ma r ely bone High St r ee t .

SERVICE

COMPANY

DETAILS

COST

PRESS TRIP [TAIKA] Midsummer Magic Bundle

Thyme

Including rooms for 12 people with breakfast, dinner, flower workshop, cooking class and spa treatments. ([TAIKA] bundle cost ￡1,500 to the public) *50% collaboration discount (covers labour, supplies and private dinner set-ups)

Gifts

Multiple

Derek Rose London eye mask ￡65 / Desmond&Dempsey cotton pyjamas ￡120 / Skandinavisk candle ￡29 / Chilly's water bottle ￡28 / The White Company cashmere sock ￡36 ￡6,216 / Lumene Nordic-C [VALO] products ￡120 // Worth ￡518.

Invitations

Digital Printing

Invitations x 12 / envelopes x 12 / delivery

￡30

Flowers

Floom

Flowers to go with invitations and delivery to recipients Melmerby medium bouquet ￡54.50 x 12 / delivery ￡6.90 x 12

￡737.88

Photographer/ videographer

Will Warr

A brief on creating a promotional video and taking photographs during Saturday 8th June.

￡500

￡9,000

Sub-total: ￡16,483.88

PROMOTION Instagram competition prizes

Thyme

1 x ￡1,500 [TAIKA] Bundle / 1 x ￡650 [Moment] Bundle / 1 x ￡200 [Ilo] Bundle *Collaboration gift

￡0

Press pack (printing)

Digital Printing

42 x ￡3 Folders / 42 x ￡5 Pages

￡336

Postage

Royal Mail

7 x 1st Class Stamp Book (6 stamps for ￡4.20)

￡29.40

Social media advertising

Instagram

8 weeks of targeted advertising towards millennials.

￡4,000*

Influencers

Elizabeth Dhokia / Emily Warburton-Adams / A brief to create content for the campaign by posting twice on Instagram before launch Kim Parslow / Lottie and during competition and once blogs about the experience after the press trip. Murphy / Natalie Glaze / Sophie Kate

￡4,800*

Sub-total: ￡10,165.4 PR services

SKANDI Communications

Full PR service: ￡4,000 a month with a 12 month contract

￡48,000* Grand total: ￡74,649.28

*Costs have been estimated based on research and average pricing. Other costs are based on website price lists. D u e to the na tur e of th e col l a borati o n w ith Th y m e , L um e n e w ill re ce iv e 15% f ro m t he M i ds u mmer b u n dl e booki n gs. L um e n e will p ro v id e p ro duc ts f or s p a tre atm e n ts an d m i ni s f o r t h e rooms . The Mi dsumm e r bun dl e s w ill n aturally in te g rate in to Th y m e ’ s w e b s ite and c o ex i s t alons ide th e n or m al booki n g syste m .

REFERENCES academic.mintel.com. (2018). Attitudes towards cooking in the home - UK. [online] Available at: http://academic.mintel.com/display/859301/ [Accessed 8 Apr. 2019]. Wgsn.com. (2019). Beauty Community Rules. [online] Available at: https://www. wgsn.com/content/board_viewer/#/82495/page/3 [Accessed 8 Apr. 2019]. Academic.mintel.com. (2018). Domestic Tourism - UK. [online] Available at: http:// academic.mintel.com/display/923590/?highlight#hit1 [Accessed 8 Apr. 2019]. Academic.mintel.com. (2018). Marketing to Older and Younger Millennials - UK. [online] Available at: http://academic.mintel.com/display/793315/ [Accessed 8 Apr. 2019]. Global Wellness Institute. (2019). Statistics & Facts - Global Wellness Institute. [online] Available at: https://globalwellnessinstitute.org /press-room/statisticsand-facts/ [Accessed 8 Apr. 2019]. Healthandfitnesstravel.com. (2018). Wellness Travel Trends to Watch in 2019. [online] Available at: https://www.healthandfitnesstravel.com/blog /wellnesstravel-trends-to-watch-in-2019?highlight=WzIwMTksIndlbGxuZXNzIiwid2VsbG5 lc3MnIiwiJ3dlbGxuZXNzJyIsIid3ZWxsbmVzcyIsIndlbGxuZXNzJywiXQ== [Accessed 8 Apr. 2019].

IMAGE REFERENCES: Pages 4,21,26 + all of the title pages Lumene Media Bank: https://lumene.emmi.fi Pages 30,34, 37, 39 Pinterest: https://fi.pinterest.com Pages 10,13-18,26,35 @thymes.england https://www.instagram.com/thyme.england/