Brand
Lumi Glotion
Style: Building an authentic content system for a proven glow icon
The allure beauty award winner for “liquid highlighter” of 2019, Lumi Glotion already had strong consumer equity. The challenge wasn't convincing consumers that glow was desirable — it was showing them how to use it in a way that felt believable, relevant and repeatable. As Lumi expanded into new formats and launches, retailer content increasingly relied on highly retouched, composited or AI-influenced imagery.
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Product Overview
Case Highlights
• Clean, product-first storytelling that makes the main benefit easy to understand • Built to feel intuitive in an everyday routine • A streamlined finish with carefully considered details
My Role & Impacts
Measurements
Personal Notes
Q&A
01. AUTHENTICITY
Consumers needed to see the actual texture, finish and payoff of the product.
02. EDUCATION
Lumi Glotion had multiple use cases — primer, highlighter, skin enhancer and body glow — but those applications needed to be demonstrated rather than simply claimed.
03. SCALE
Multiple Lumi launches required a large volume of retailer-ready content without multiplying production costs.
A HERO SKU, A NEW CONTENT PROBLEM
Lumi Glotion already had strong consumer equity. The challenge wasn't convincing consumers that glow was desirable — it was showing them how to use it in a way that felt believable, relevant and repeatable. As Lumi expanded into new formats and launches, retailer content increasingly relied on highly retouched, composited or AI-influenced imagery. The Opportunity: Create a content system that made the products look as good in real life as they did on the page — while making the production process faster and more cost efficient.
01. TURNED THE HERO PRODUCT INTO A HOW-TO
As we built on Lumi Glotion’s educational content, the Lumi portfolio expanded into six products, creating a growing need for Above-the-Fold, Below-the-Fold, and promotional ecommerce content—while working within a limited production budget. From 2023–2025, I contributed to a model built around in-house production, A/B content testing, and full post-production, delivering the complete six-product content ecosystem on a two-week turnaround. My work focused on translating product benefits into highly visual, consumer-first education, including how-to demonstrations, ways-to-watch content, real-person product application, and launch assets.
02. BUILD THE LUMI FAMILY, NOT JUST THE SKU
Rather than relying on CGI or outsourced market-agency shoots, we consolidated multiple products into consecutive production days, reusing models, sets, and production resources to maximize asset output and reduce production costs.
This approach gave ecommerce teams a broader library of authentic, retailer-ready content while allowing us to test which visual executions communicated product payoff most effectively. The strategy scaled with the portfolio: L’Oréal’s current Lumi collection spans Glotion, Le Glow Tint, Le Liquid Blush, and Le Highlighter Stick, reinforcing the evolution from a single hero glow product into a broader complexion ecosystem.
