Millennials consider safety for sensitive skin the most important factor when shopping for body care products

(Wagner, 2022).

39% of consumers questioned said that they were not interested in trying deodorants designed for multiple parts of the body

(Wagner, 2022).

Convince Fun-First Millennial women that Lume Unscented Solid Stick Deodorant is a preodorant that is safe to use anywhere on their bodies.

Feel confident in your freshness while preventing the discomfort of sweat and stench. The campaign will follow an upbeat cheeky tone that appeals to our audience of fun-first Millennial women who appreciate a bold voice from a brand. Imagery and body copy focus on the multi-use purpose of our preodorant, because of its safe ingredients and physician-created formula. The ads will maintain an aesthetic of bright, bold colors to emphasize the idea of “fun-first” millennials. We will also use the symbolism of fruit to portray different body parts that Lume Unscented Solid Stick Deodorant can be used on that may be seen as more graphic to portray in traditional advertisements. We will opt for a playful yet direct tone because the audience likes and trusts information presented in a straightforward manner.

Whole Body Preodorant.

Lume is currently only available for purchase online, however it remains important to reach consumers off-screen. Reported findings from an OOH advertising group show signs of increased consumer awareness of their physical surroundings post-pandemic (OneScreen.ai, 2022). Many are reducing screen time to combat fatigue and 80% of respondents made a purchase after seeing an OOH ad (OneScreen.ai, 2022).

Our TA lives in population-dense metro areas, meaning there is a substantial amount of foot traffic on the sidewalks. They may walk to work, or events in the downtown area. As fun-first Millennials, they're likely to be in the bustling part of the city meeting friends for drinks or attending a concert. Leveraging our campaign's upbeat, vibrant, and cheeky tone, the posters will surely catch their eye. Once drawn into the visuals, the copy will tickle their fancy as well.

It's not every day you see different body parts featured in a deodorant ad. This specific style of OOH posters lends itself well to sharing our USP: Lume's Solid Stick Deodorant is safe to use everywhere on your body. To best showcase the multifaceted utility of the product, it's helpful to showcase the uses with each other.

When ideating for this campaign, we wanted to use the "whole body" approach to convince consumers it was safe to use, even in the most sensitive areas. We knew that out-of-the-box imagery was going to drive our point home and catch the attention of consumers in the process. This is why you'll see the upper lip, feet, rolls, pits, and privates featured in this execution. It was the ideal way to tie in the encompassing spirit of the campaign and to get people talking on the street about covering their bodies in our deodorant.