Brand Tone

Direct and Problem-Solving, Scientific and Authoritative, Empathetic and Destigmatizing, Relatable and Sometimes Humorous, Confident and Bold

Brand Values

• •Efficacy
• •Science-Backed Solutions
• •Body Positivity/Acceptance
• •Skin Safety & Gentle Ingredients
• •Transparency & Education
• •Innovation

Best Practices

• •Lead with Empathy, Solve with Science: Acknowledge the often-sensitive nature of body odor concerns with understanding, then quickly pivot to how Lume's scientifically formulated products offer a reliable solution.
• •Be Direct and Unambiguous (But Not Crude): Use clear, straightforward language to describe where the product can be used and what it does. Avoid overly clinical jargon but don't shy away from terms like "privates" or "butt crack" where appropriate for the platform and audience, as this is part of Lume's destigmatizing approach.
• •Highlight the "Doctor-Developed" Aspect: Consistently reinforce the credibility and expertise behind the brand by mentioning Dr. Klingman and the scientific research.
• •Focus on Empowerment and Confidence: Frame the benefit of Lume not just as odor control, but as the freedom and confidence that comes with it.
• •Address Concerns Proactively (When Appropriate): In FAQs or longer-form content, acknowledge common questions or criticisms (like scent variations or the science of odor) and provide clear, science-based answers, reinforcing transparency.

Social Perception

Highly Effective for Many, Concerns about Scent, Effectiveness Varies, Price Point, Marketing Impact, Trust in Doctor-Developed Formula, Growing Category Acceptance

Copy Examples

• •Headline: Body Odor Doesn't Just Happen Under Your Arms. Neither Should Your Deodorant. Body: Lume Whole Body Deodorant, created by an OB/GYN, is clinically proven to control 100% of odor for 72 hours. Finally, feel confident and fresh everywhere. Powered by science, gentle on skin.
• •Headline: Stop Masking Odor. Prevent It. All Over. Body: Tired of B.O. playing hide-and-seek? Lume's pH-optimized formula stops odor before it even starts by targeting the bacteria that cause it. Safe for pits, privates, and beyond.
• •Headline: Sensitive Skin? Meet Your Odor-Free Hero. Body: No aluminum. No baking soda. Just doctor-developed, skin-loving care that actually works. Lume is hypoallergenic and clinically proven effective, so you can ditch irritation and embrace all-day (and night) confidence.
• •Headline: Real Talk About Body Odor. Real Solutions from Lume. Body: Let's be honest, odor happens everywhere. And now, so does Lume. Our revolutionary whole-body deodorant empowers you to live odor-free and worry-free. What will you do with your newfound confidence?
• •Headline: Beyond Fresh. It's Lume Fresh. 72 Hours of Clinically Proven Odor Control. Body: From intense workouts to intimate moments, trust Lume to keep you smelling like nothing at all. Our science-backed formula offers outrageous effectiveness, anywhere you need it.