LUMENE launches skincare brand in China

Finnish skincare brand LUMENE hosted its first brand ceremony in Changsha, China on April 18, 2023, with the theme "Beauty Born of Arctic Light", bearing its philosophy of combining the purity of the Arctic with the latest technology to create effective and sustainable skincare solutions. Johan Melin, Chief Commercial Officer at LUMENE, and Victor Gibson, General Manager of UK, China and New Strategic Market at LUMENE, led the audience on an immersive journey to its Nordic homeland, showcasing 50 years of its brand history and innovations inspired by the pristine nature of Finland.

LUMENE presented its brand positioning, marketing, and product strategy for the Chinese market on April 18 in Changsha, China  

Different from Tier-1 cities such as Beijing and Shanghai, which have an urban population of only 80 million, the new Tier-1 and Tier-2 cities, represented by Changsha, have an urban population of nearly 500 million and more emerging consumer groups seeking fashion, health, leisure and quality. The city offers opportunities for LUMENE to connect with beauty enthusiasts, while also providing its platform to engage with its partners, industry experts, key opinion leaders (KOLs), who have been closely working with the brand to expand its footprint across China.

LUMENE presented its brand positioning, marketing, and product strategy for the Chinese market via a press conference during event, and a virtual tour to Finland highlighted the company’s brand features, product lineups, and the ingredients including Birch Sap used in the Arctic Spring Water series, Arctic cloudberry, and sea buckthorn in its Bloom Anti-wrinkle series.

LUMENE also honored KOLs and channel distributors with awards for their effort to expand the brand's visibility and presence in China. CCO Johan Melin, took the opportunity to share the future strategy of LUMENE, and thanked the brand's Chinese partner, S'Young International, for their contribution to the brand's development. He also invited all attendees to go to Finland to experience the various Nordic natural ingredients that LUMENE has discovered on the coast, in the glaciers and in the forests, and to take an in-depth journey to trace the source.

LUMENE has achieved stellar market performance since it entered the Chinese market in 2018. S'Young International, as its China partner, helped the brand build a strong sales channel, a strong social media presence and a full operational chain for the brand. LUMENE has worked with S'Young International's market insights to identify the needs of its Chinese customers, matching its product features with their essentials to create the hero product, Nordic Hydra 24-Hour Moisturizer, which is a bestseller in the Chinese market.

Harnessing nature's gifts from Finland's landscape, LUMENE will continue to bring more deluxe skincare and beauty solutions packed with organic and wildcrafted ingredients to Chinese customers, as LUMENE with our partners to unlock the next growth chapter while sharing the power of natural ingredients from Nordic lands with all.