INVISBLE CARE. VISIBLE YOU.
Brand: LUMINA
Role: Insight, Strategy & Campaign Ideation · with Hew Ern Chee, Amanda Teoh Weng Earn & Miriam Luvisty
🜲 Awards: MDA The Young Achievers Program 2026 — Finalist
Problem
Deodorant is invisible. No one chooses it, they just inherit it.
Insight
Skincare is intentional. Deodorant isn't. That gap is LUMINA's opening.
Solution
Position LUMINA as the deodorant you choose — quietly confident,
by design.
Enter LUMINA
LUMINA is a challenger brand that leads with honesty over hype. No miracle, overnight claims — just consistent, effective formulas and a genuinely new product format: a serum and ampoule-inspired deodorant that rethinks what personal care can be.
Built to Share
Most campaigns start with demographics. We started with cohorts, i.e. real groups of people who move together, sweat together, and share the same group chat. Our social-first strategy was built for shareability that travels beyond age or gender.
Community Is the Medium
Local run clubs already have trust built in. In a world where ads are skipped and influencers are questioned, a recommendation from your running kaki hits different. Word of mouth isn't a bonus. It's the strategy.
Entering Their Conversation (Literally)
Most run clubs live on WhatsApp. So, we made Lumina WhatsApp stickers that blend into the chats, OOTD stories, gym selfies, and run club check-ins. LUMINA shows up where people already are at, in the moments they are already sharing.
