How Lume Deodorant Advertises on Meta

# Ad summary A bright and product-focused image that highlights the restock of Lume's Vanilla Bliss deodorant. The image features multiple deodorant sticks in a casual, inviting arrangement on a yellow background. The text is simple and direct, celebrating the return of a popular scent. # Brand positioning Lume is positioned as a brand offering whole body deodorant solutions that cater to both private and beyond. The emphasis is on long-lasting odor control, highlighted by the 72-hour claim prominently displayed on the packaging. The brand aligns with values of reliability and efficacy, promising a fresh and confident lifestyle for its customers. # Product The product being advertised is Lume Whole Body Deodorant in the Vanilla Bliss scent. It is a smooth solid deodorant that provides 72-hour odor control for whole body use, including private areas and beyond. The deodorant is packaged in a tan cardboard tube with orange accents and text. The stick is aluminum-free. The product is presented as a reliable solution for all-day freshness and confidence. # Visual style The ad employs a bright, product-focused aesthetic with a clean and simple layout. The composition features a scattering of deodorant sticks, creating an inviting, casual feel. The image is well-lit and professionally shot, emphasizing the product's packaging and brand colors. The overall style is designed to be eye-catching and easily scannable in a social media feed. # Hooks Headline: Back in Stock The Scent that sold out 4 times is back! Vanilla BLISS # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is body odor in various areas, including pits and private areas. The ad highlights that this deodorant provides 72-hour odor control to alleviate concerns about body odor. # Value propositions - 72-hour odor control with an aluminum-free formula # Benefits - Odor control - Whole Body Deodorant FOR PITS, PRIVATES & BEYOND # Features - 72Hr! Odor control - Aluminum Free - Smooth Solid # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad speaks from the brand's point of view, announcing the restock of a popular product and highlighting its key benefits. # Storyline - The brand announces the restock of a popular scent. The message aims to generate excitement and a sense of urgency, encouraging immediate purchase to avoid missing out again. This story beat is from the brand's perspective.

# Ad summary This ad for Lume's Vanilla Bliss whole body deodorant features three products lined up on a pink surface with a scoop of melting ice cream on the middle deodorant stick. The ad emphasizes that Vanilla Bliss is back, works differently than regular deodorant, and stops odor before it happens. # Brand positioning Lume is presented as a brand focused on whole-body odor control with a touch of sensory delight. The brand distinguishes itself by promoting a different approach to odor management, claiming to 'stop odor before it happens,' a departure from conventional deodorants that merely mask the smell. By associating the deodorant with the pleasurable scent of 'Vanilla Bliss,' Lume positions itself as a provider of effective odor control and an enjoyable fragrance experience. This combination of functionality and sensory appeal suggests a brand that values both performance and user experience. # Product The advertised product is Lume's Whole Body Deodorant in Vanilla Bliss. It is available as a smooth solid in a 2.6 oz container, as indicated on the packaging label. Lume is presented as a deodorant that 'works differently than regular deodorant,' preventing odor before it starts. The unique selling point emphasized is proactive odor prevention rather than merely masking or addressing odor after it occurs. The association with 'Vanilla Bliss' suggests a pleasant scent, turning odor control into an enjoyable sensory experience. The ad shows multiple deodorant sticks, highlighting the availability and possibly suggesting the idea of stocking up. The visual presentation with a scoop of melting ice cream on one of the sticks emphasizes the scent while also addressing any potential purchase barriers by implying that the product is safe enough to be associated with food. # Visual style The ad has a bright and playful visual style, combining a clean product shot with a slightly disruptive or humorous element (the ice cream scoop). The overall impression is modern and inviting, designed to capture attention in a social media feed. # Hooks Headline: Smell Like Vanilla Bliss! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common problem of body odor and dissatisfaction with regular deodorants that only mask odors instead of preventing them. # Value propositions - Smell like Vanilla Bliss while preventing odor for the whole body, including pits and privates. # Benefits - Stops odor before it happens. # Features - 72Hr! ODOR CONTROL - Whole Body Deodorant - For Pits, Privates & Beyond - Smooth Solid Vanilla Bliss # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting the ad and the products being advertised. # Storyline - The ad opens by declaring that Lume allows you to 'Smell Like Vanilla Bliss!' and then announces the return of the product and sets the stage by informing the audience that Lume works differently than regular deodorant because it stops odor before it starts. This comes from the brand to create excitement about the product's return and to communicate its unique function and intended outcome to the audience.

# Ad summary This image ad for Lume deodorant uses a features point out format to highlight the product's benefits over competitors like Dove and Native. It emphasizes all-day odor control and a patented formula. # Brand positioning Lume is presented as a solution to the common problem of body odor, positioning itself as a reliable and effective deodorant that goes beyond traditional options. The brand emphasizes its unique approach with a patented Mandelic Acid Formula, suggesting a science-backed solution. Lume aims to occupy a space in the consumer's mind as a trustworthy and innovative brand that addresses odor control concerns more effectively than competitors. The brand aligns with a lifestyle that values confidence and freedom from odor-related worries, pushing against the norm of frequent reapplication and embarrassing body odor. # Product Lume Whole Body Deodorant is advertised as a smooth solid deodorant designed for pits, privates, and beyond. It comes in a Toasted Coconut scent and contains a Patented Mandelic Acid Formula. The product is presented as an alternative to traditional deodorants like Dove and Native, addressing the need for all-day odor control and preventing odor before it starts. The ad highlights the product's ability to eliminate the need for frequent reapplication and pit checks, addressing common purchase barriers related to deodorant effectiveness. The packaging indicates that it is aluminum-free and provides 72-hour odor control. The product is available in a 2.6 oz (75g) net weight. # Visual style The ad has a clean and modern visual style with a focus on product features and benefits. The use of toggle switches and bright colors creates a sense of clarity and simplicity. The overall production quality is polished, with clear product shots and well-organized text. The visual motifs include a grid layout and color-coded elements to highlight key points. The image treatment includes background removal and color grading to create a cohesive and appealing look. The typography is large and bold, making it easy to read and scan. The style is designed to be eye-catching and informative, aiming to capture attention in a busy social media feed. # Hooks Headline: Use Dove or Native... and Still Reapplying? # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of needing to reapply deodorant frequently, even when using popular brands like Dove or Native. "Use Dove or Native... and Still Reapplying?" # Value propositions - All Day Odor Control: Provides long-lasting protection against body odor. - Stop Odor Before is Starts: Prevents odor from developing in the first place. - Patented Mandelic Acid Formula: Offers a unique and effective approach to odor control. # Benefits - All Day Odor Control - Stop Odor Before is Starts - 72Hr! ODOR CONTROL # Features - Patented Mandelic Acid Formula - Smooth Solid - Aluminum Free # Call to action None used. # Social proof - Rated Excellent - 300,000 5 Star Reviews # Point of view - Brand: The brand is presenting its product as a solution to the problems associated with traditional deodorants, highlighting its unique features and benefits. - Customer: The customer's perspective is represented through the pain points of frequent reapplication, pit checks, and embarrassing body odor, which Lume aims to address. - External source: The "Rated Excellent" with "300,000 5 Star Reviews" section provides an external validation of the product's effectiveness. # Storyline - The ad starts by posing a question to the audience, asking if they are still reapplying deodorant even when using brands like Dove or Native. This is intended to grab the viewer's attention by highlighting a common frustration with existing deodorant options. The brand is speaking directly to the consumer, setting up the problem that Lume aims to solve. - The ad then lists several issues associated with traditional deodorants, such as the need to reapply, pit checks, and embarrassing body odor. These points are marked with red toggle switches, visually indicating that these are negative aspects. The brand is highlighting the shortcomings of competitor products from the customer's perspective. - Next, the ad presents Lume's benefits, including all-day odor control, stopping odor before it starts, and a patented Mandelic Acid Formula. These points are marked with green toggle switches, visually indicating that these are positive aspects. The brand is showcasing its product's unique selling points from its own perspective. - The ad includes a rating of "Rated Excellent" with "300,000 5 Star Reviews", aiming to build trust and credibility through social proof. The brand is using external validation to demonstrate the product's effectiveness from the perspective of other customers. - Finally, the ad showcases the Lume Whole Body Deodorant product itself, highlighting its features and benefits. The brand is reinforcing its value proposition and encouraging the viewer to consider Lume as a superior deodorant option from its own perspective.

# Ad summary A woman shares that if you have to reapply your deodorant during the day, it's not doing its job. She recommends Lume deodorant, which she says works all day long and doesn't need to be reapplied. She recommends the starter kit for new customers and shares that you can get it for 30% off. # Brand positioning Lume is presented as a high-performance deodorant brand that prioritizes long-lasting odor protection. The brand positions itself as a solution to the common problem of reapplying deodorant throughout the day, suggesting that other deodorants on the market are inadequate. Lume aims to occupy a space in the consumer's mind as a reliable, all-day solution, promoting a lifestyle where one application is sufficient. The brand's positioning is functional, focusing on the performance and convenience of its deodorant. # Product Lume deodorant is a product designed to provide all-day odor protection, eliminating the need for reapplication. It is presented as a solution for individuals who find themselves reapplying deodorant multiple times a day, implying that it is for people who experience odor issues or are dissatisfied with the performance of their current deodorant. The ad explicitly states that Lume works all day long, eliminating the need to reapply. The starter kit is highlighted as a perfect option for new customers, suggesting it may include a variety of products or scents to try. The ad addresses the purchase barrier of uncertainty by offering a 30% discount, making it more accessible for potential customers to try the product. # Visual style The ad has a polished UGC feel, with a clean and well-lit environment. The editing style is simple, with static shots and smooth transitions. The production quality is high, suggesting a professional or semi-professional setup. The pacing is consistent, with a moderate tempo that matches the speaker's delivery. # Hooks Spoken: 00:00–00:01: How many times do you apply deodorant a day? Text overlay: 00:00–00:02: DO YOU APPLY / 00:01–00:02: DEODORANT Visual: 00:00–00:03: A woman with shoulder-length brown hair, wearing a black top and gold rings, stands in front of a wall with a painting and a decorative mirror. She holds a Lume deodorant stick in her hands and gestures with her fingers as she speaks. # Funnel stage Consideration # Pain points The ad addresses the frustration of having to reapply deodorant multiple times a day, implying that current deodorants are not effective enough. "If it's more than once, then your deodorant is not doing its job." # Value propositions - All-day odor protection without reapplication - Starter kit for new customers # Benefits - No need to reapply # Features - Works all day long - Starter kit available # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience and recommendation. # Storyline - 00:00–00:01 The creator begins by asking the viewer how many times they apply deodorant in a day. - 00:01–00:03 She states that if it's more than once, their deodorant isn't doing its job, positioning the viewer's current deodorant as inadequate. - 00:03–00:07 The creator introduces Lume deodorant as a solution that works all day long, eliminating the need to reapply, presenting Lume as a superior alternative. - 00:07–00:08 She recommends the starter kit for new customers, making the product more accessible to those unfamiliar with the brand. - 00:08–00:10 The creator shares that you can get the starter kit for 30% off, incentivizing the viewer to purchase the product.

# Ad summary A woman shares her experience with Lume deodorant, highlighting its ability to prevent odor, its aluminum-free formula, and its long-lasting effectiveness. She recounts a personal experience where her previous deodorant failed her, leading her to switch to Lume. She emphasizes the convenience of applying it once in the morning and being odor-free until bedtime, and promotes the starter pack, which is currently 30% off. # Brand positioning Lume is presented as a reliable and effective solution for odor control, distinguishing itself from traditional deodorants that merely mask odor. The brand emphasizes its ability to prevent odor before it starts, offering a long-lasting solution that eliminates the need for frequent reapplication. Lume is positioned as a safe and versatile product, being aluminum-free, clinically proven, and suitable for use on various body parts. The brand aligns with a lifestyle that values confidence and convenience, freeing users from the anxiety of odor-related mishaps and the need for constant maintenance. # Product Lume Whole Body Deodorant is an aluminum-free, clinically proven deodorant designed to prevent odor before it starts, rather than just masking it. It is safe for use literally anywhere on the body. The product is available in a smooth solid stick and is offered in a starter pack. The deodorant provides odor control that lasts until bedtime with just one application in the morning, eliminating the need for reapplication, hiding in the bathroom, or panic packing. The ad highlights the product's ability to provide all-day freshness and confidence. # Visual style The ad has a polished, commercial aesthetic with a clean and well-lit environment. The editing style is smooth with static shots and minimal camera movement. The production quality is high, giving the ad a professional feel. The pacing is consistent, with cuts timed to the speaker's voiceover. The visual motif is the consistent presence of the Lume product and the clean, modern bathroom setting. # Hooks Spoken: Female 1: Let me tell y'all about the day my deodorant betrayed me and why I switched to Lume. Text overlay: 00:00–00:01 / THE DAY MY / DEODORANT BETRAYED / ME AND WHY / I SWITCHED TO Visual: 00:00–00:05 The shot features a woman in her late 20s with dark skin, wearing a green satin robe and gold hoop earrings. She is standing in a well-lit bathroom with marble walls and a white door in the background. She is holding a Lume deodorant stick and speaking directly to the camera. # Funnel stage Consideration # Pain points The ad addresses the pain point of deodorant failing and causing embarrassment, as highlighted by the line, "I'll never forget showing up to an event thinking I was cute and realizing my deodorant clocked out by lunchtime." # Value propositions - Long-lasting odor protection: Prevents odor before it starts, providing freshness until bedtime. - Safe and versatile: Aluminum-free and clinically proven, making it safe for use anywhere on the body. - Convenience: Eliminates the need for reapplication, hiding in the bathroom, or panic packing. # Benefits - Prevents odor before it even starts - No reapply - No hiding in the bathroom - No panic packing - Good until bedtime - Smell great all day # Features - Aluminum-free - Clinically proven - Safe to use literally anywhere - 72Hr! Odor control # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience and opinions about the product. # Storyline - 00:00–00:05 The ad begins with the creator introducing the topic of her deodorant betraying her and why she switched to Lume. - 00:05–00:09 00:05–00:09 The creator explains that Lume doesn't just mask odor, it prevents it before it even starts. - 00:09–00:13 00:09–00:13 The creator highlights that Lume is aluminum-free, clinically proven, and safe to use literally anywhere. - 00:14–00:20 00:14–00:20 The creator shares a personal anecdote about a time when her deodorant failed her by lunchtime, causing her embarrassment. - 00:20–00:23 00:20–00:23 The creator states that she found Lume after that experience. - 00:23–00:32 00:23–00:32 The creator explains that she applies Lume once in the morning and is good until bedtime, eliminating the need for reapplication or hiding in the bathroom. - 00:32–00:38 00:32–00:38 The creator asks if the viewer's deodorant has ever embarrassed them and encourages them to upgrade to Lume for all-day freshness. - 00:38–00:41 00:38–00:41 The creator promotes the Lume starter pack as the perfect place to start. - 00:42–00:44 00:42–00:44 The creator mentions that Lume is 30% off right now.

# Ad summary A woman shares that she stopped using deodorant on her armpits because she now uses Lume everywhere. She says that if you have to reapply deodorant at lunch, your deodorant isn't doing its job. She says that Lume works totally different than normal deodorant because it stops the odor before it even starts. She recommends using it once in the morning and it lasts all day long. She says that the Lume starter pack is perfect for new customers and you can get it 30% off right now. # Brand positioning Lume is presented as a whole body deodorant that is effective enough to be used anywhere on the body. The brand positions itself as a solution for those who need to reapply deodorant throughout the day, suggesting that traditional deodorants are inadequate. Lume aims to occupy the space of a reliable, long-lasting odor control product that works differently than normal deodorants by stopping odor before it starts. The brand aligns with a lifestyle that values freshness and confidence, pushing against the norm of frequent reapplication and offering a functional solution for odor control. # Product Lume is a whole body deodorant designed to stop odor before it starts. It is presented as an alternative to traditional deodorants that require reapplication throughout the day. The product is for anyone who needs a more effective and longer-lasting solution for odor control. The ad explicitly states that Lume works differently than normal deodorant, stopping the odor before it even starts. It is applied once in the morning and lasts all day long. The Lume starter pack is highlighted as perfect for new customers, addressing the purchase barrier of uncertainty by offering an accessible entry point to the product line. The ad tells the viewer that Lume is worth trying because it provides all-day odor protection with just one application, eliminating the need for frequent reapplication. # Visual style The ad has a polished, commercial feel with a clean and bright aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a professional look. The pacing is consistent, with a moderate tempo that matches the speaker's delivery. # Hooks Spoken: 00:00–00:02: I stopped using deodorant on my armpits here's why, because now I use it everywhere. Text overlay: 00:00–00:01: I STOPPED USING / 00:01–00:02: DEODORANT ON MY ARMPITS HERE'S WHY / 00:02–00:03: BECAUSE NOW I Visual: 00:00–00:02: A woman with shoulder-length brown hair, wearing a black turtleneck, stands in front of a white wall with a blue and white painting of birds. To her right is a decorative mirror with gold accents. She smiles and holds up a red and yellow Lume deodorant stick. # Funnel stage Consideration # Pain points The central frustration is the need to reapply deodorant throughout the day, indicating that current deodorants are not effective enough. "If you have to reapply deodorant at lunch, your deodorant isn't doing its job." # Value propositions - Lume works totally different than normal deodorant - Lume starter pack is perfect for new customers # Benefits - Lasts all day long - No need to reapply deodorant at lunch # Features - Stops the odor before it even starts # Call to action None used. # Social proof - "I stopped using deodorant on my armpits here's why, because now I use it everywhere." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a woman who is a customer of the brand, sharing her experience and recommendation. # Storyline - 00:00–00:01 The ad begins with a woman stating that she stopped using deodorant on her armpits. - 00:01–00:02 She explains that she now uses Lume everywhere, implying that Lume is a superior alternative. - 00:02–00:05 She holds up the Lume deodorant and says that if you have to reapply deodorant at lunch, your deodorant isn't doing its job, positioning Lume as a solution for those who need more effective odor protection. - 00:05–00:09 She states that Lume works totally different than normal deodorant because it stops the odor before it even starts, highlighting a key USP. - 00:09–00:11 She recommends using Lume once in the morning for all-day protection, emphasizing its convenience and long-lasting effect. - 00:11–00:15 She promotes the Lume starter pack as perfect for new customers and mentions that it is currently 30% off, providing an incentive to purchase.

# Ad summary This ad features the founder of Lume promoting the product as a solution for body odor, especially for breast cancer survivors taking medication that causes body odor. She explains that Lume is powered by mandelic acid, which blocks the odor reaction and halts the reaction between odor molecules. She shares that Lume is the answer for women with the most difficult cases of body odor. # Brand positioning Lume is presented as a unique and effective solution for body odor, particularly for those experiencing changes due to medical treatments like chemotherapy, radiation, or anti-estrogen medications. The brand positions itself as different from other deodorants on the market, including those claiming to be "whole body deodorants." Lume emphasizes its use of mandelic acid to block odor reactions, setting it apart from competitors. The brand aligns with a functional approach, focusing on the product's performance and effectiveness in addressing a specific need. # Product Lume is a deodorant powered by mandelic acid, a unique alpha hydroxy acid, designed to block the odor reaction and halt the reaction between odor molecules. It is presented as a solution for individuals experiencing body odor changes due to medical treatments like chemotherapy, radiation, or anti-estrogen medications. The product is available in multiple forms, including a solid stick and a whole body deodorant spray. Lume is positioned as a more effective alternative to other deodorants, including those marketed as "whole body deodorants." The ad emphasizes that Lume was created over 20 years ago and continues to rise above the rest, shining through and working when other deodorants don't. # Visual style The ad has a casual, UGC-style aesthetic with a focus on direct communication. The editing style is simple, with static shots and minimal transitions. The production quality is clean but not overly polished, giving it an authentic feel. The pacing is moderate, with cuts timed to natural speech patterns. The visual motif is the consistent presence of the brand founder speaking directly to the camera, interspersed with product shots. # Hooks Spoken: 00:00–00:07 Breast cancer survivors that are now taking this tiny little witch of a pill, this pill is such a little bastard when it comes to creating body odor Text overlay: 00:00–00:01 ATTENTION ❗ (Purple banner) / 00:00–00:01 breast 🎀 cancer / 00:01–00:02 that are now taking / 00:02–00:03 this tiny little witch of a pill / 00:03–00:07 this pill is such a little bastard / 00:07–00:08 when it comes to creating body odor Visual: 00:00–00:07 A woman with fair skin and blonde hair pulled back in a ponytail is centered in the frame, speaking directly to the camera. She is wearing a purple sweatshirt with a graphic of two men on the front. Behind her is a neutral-colored wall and a glimpse of a hallway. Text overlays appear on the screen. / 00:02–00:07 The woman holds up a small, yellow pill between her fingers. # Funnel stage Consideration # Pain points Body odor changes and worsening due to medical treatments like chemotherapy, radiation, or anti-estrogen medications. "You drop estrogen, body odors change, body odors get worse." # Value propositions - Lume is a unique solution for body odor, especially for those experiencing changes due to medical treatments. - Lume's mandelic acid formula blocks odor reactions, setting it apart from competitors. - Lume was created over 20 years ago and continues to rise above the rest, shining through and working when other deodorants don't. # Benefits - Controls body odor - Works unlike anything anyone has ever tried before - The answer for women with the most difficult cases of body odor - Continues to rise above the rest - Continues to shine through - Continues to work when other deodorants don't # Features - Powered by mandelic acid - Unique alpha hydroxy acid - Blocks the odor reaction - Drags that pH down nice and low - Halts the reaction between all the different odor molecules that form # Call to action None used. # Social proof - "I know it through the testimonials that women share that when they have the most difficult cases of body odor, Lume was the answer for them" – Female 1 (Founder) # Point of view - Brand 100% – The entire ad is told from the brand's perspective, with the founder speaking directly to the camera to promote the product and its benefits. # Storyline - 00:00–00:07 00:00–00:07 The ad begins with the creator introducing herself to breast cancer survivors who are taking a pill that she calls "this tiny little witch of a pill" and "such a little bastard." - 00:07–00:16 00:07–00:16 She explains that the pill eliminates estrogen, which causes body odors to change and get worse. - 00:16–00:18 00:16–00:18 She states that Lume controls it. - 00:18–00:23 00:18–00:23 She mentions that she talks to groups of women and body odor is one of the things that comes up. - 00:23–00:30 00:23–00:30 She claims that all the other deodorants on the deodorant wall are much more like one another, even the "whole body deodorants" that are copying them in name only. - 00:30–00:34 00:30–00:34 She states that Lume is powered by mandelic acid, a really unique alpha hydroxy acid. - 00:35–00:44 00:35–00:44 She explains that she used it to block the odor reaction, drag that pH down nice and low, and halt the reaction between all the different odor molecules that form. - 00:45–00:55 00:45–00:55 She says that if you're someone who's on this little yellow pill, and there's about 4 million of us out there in the United States on some form of chemotherapy, radiation, anti-estrogen medication. - 00:56–01:07 00:56–01:07 She states that she created a product that works unlike anything anyone has ever tried before, and she knows it through the testimonials that women share, that when they have the most difficult cases of body odor, Lume was the answer for them. - 01:08–01:23 01:08–01:23 She concludes by saying that she continues to be so in awe of this little invention that she created over 20 years ago, that continues to rise above the rest, and it continues to shine through and it continues to work when other deodorants don't.

# Ad summary A woman shares her most embarrassing day ever, which involved wearing leather pants in the summer and her deodorant not working. She wishes she knew about Lume deodorant then because it lasts all day long and you don't need to reapply it. # Brand positioning Lume is presented as a reliable and effective deodorant that provides long-lasting odor protection. The brand aims to occupy a space in the consumer's mind as a solution to embarrassing body odor issues, particularly in situations where traditional deodorants fail. The brand aligns with a lifestyle that values confidence and comfort, pushing against the norm of frequent deodorant reapplication. The brand positioning is functional, focusing on the performance and reliability of its deodorant. # Product Lume deodorant is a product designed to provide all-day odor protection. It is for anyone who experiences body odor issues and wants a reliable solution that lasts. The deodorant is formulated to last all day long, eliminating the need for frequent reapplication. The ad highlights the product's USP as its long-lasting effectiveness, providing odor protection from morning until night. The use occasion shown is during a hot summer day when traditional deodorants may fail. The ad addresses the purchase barrier of needing to reapply deodorant multiple times a day by offering a solution that only requires one application. # Visual style The ad has a polished UGC feel, with a clean and well-lit environment. The editing style is simple, with static shots and smooth transitions. The production quality is high, giving it a professional yet relatable tone. The pacing is consistent, with a moderate tempo. # Hooks Spoken: 00:00–00:04 Let me tell you about my most embarrassing day ever. My deodorant was not working and I was also wearing leather pants mid summer. Text overlay: 00:00–00:04 LET ME TELL / 00:01–00:04 DAY EVER MY / 00:02–00:04 DEODORANT WAS NOT / 00:03–00:04 WAS ALSO WEARING / 00:03–00:05 LEATHER PANTS MID Visual: 00:00–00:04 The shot is a close-up of a woman with shoulder-length brown hair, wearing a black sweater. She is standing in front of a white wall with a gold-framed picture of alpacas and a decorative mirror. The camera is stationary and selfie-style, with the woman pointing at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the embarrassment and inconvenience of deodorant not working and needing to be reapplied multiple times a day, especially in challenging situations like wearing leather pants in the summer. "My deodorant was not working and I was also wearing leather pants mid summer." # Value propositions - Long-lasting deodorant that eliminates the need for reapplication # Benefits - You don't need to reapply # Features - Lasts all day long # Call to action None used. # Social proof - "Then I switched to Lume and I'm good till my head hits the pillow." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their personal experience with the product. # Storyline - 00:00–00:01 The creator introduces the topic by mentioning her most embarrassing day ever. - 00:01–00:04 00:01–00:04 The creator explains that her deodorant wasn't working and she was wearing leather pants in the middle of summer. This is from the creator's perspective, sharing a personal experience in a casual, relatable tone. - 00:04–00:07 00:04–00:07 The creator wishes she knew about Lume then because it lasts all day long. This is from the creator's perspective, introducing the product as a solution to her past problem in an enthusiastic tone. - 00:07–00:10 00:07–00:10 The creator explains that you can just apply it in the morning and you don't need to reapply. This is from the creator's perspective, highlighting the convenience of the product in a casual, informative tone. - 00:10–00:13 00:10–00:13 The creator shares that she used to have to reapply her old deodorant at least two times in the day. This is from the creator's perspective, contrasting the product with her previous experience in a casual, relatable tone. - 00:13–00:15 00:13–00:15 The creator states that she switched to Lume and is good till her head hits the pillow. This is from the creator's perspective, expressing satisfaction with the product in an enthusiastic tone.

# Ad summary A woman shares her experience with Lume deodorant, highlighting its ability to neutralize odor rather than mask it. She emphasizes its long-lasting effectiveness, even with hormonal changes, and its suitability for use on the whole body. # Brand positioning Lume is presented as a solution for body odor that goes beyond traditional deodorants. The brand positions itself as a neutralizer of odor-causing bacteria, rather than simply masking smells. This functional positioning appeals to consumers seeking a more effective and comprehensive approach to freshness. The ad promotes the brand's alignment with an active, busy lifestyle, suggesting that Lume can keep up with the demands of a full day. The brand pushes against the norm of reapplying deodorant frequently, promising long-lasting protection. # Product Lume Whole Body Deodorant is a deodorant designed to neutralize odor-causing bacteria, rather than masking smells. It is available in smooth solid and cream form. The product is for anyone experiencing body odor, especially those with hormonal changes or active lifestyles. It is explicitly stated to be effective for pits, privates, and beyond, including underboob and belly folds. The deodorant is claimed to provide 72-hour odor control and is aluminum-free. The ad addresses the purchase barrier of frequent reapplication by highlighting that Lume only needs to be applied once in the morning for all-day freshness. The ad also mentions the Lume Starter Pack, which is perfect for beginners. # Visual style The ad has a UGC feel, with natural lighting and a casual tone. The editing style includes quick cuts to keep the pace moving, but the shots are generally static. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:05 These hormones lately, baby, they will have you smelling like you just finished a workout and all you did was blink. Text overlay: 00:00–00:02 THESE HORMONES / 00:01–00:03 LATELY BABY THEY / 00:02–00:05 WILL HAVE YOU / 00:03–00:05 JUST FINISHED A / 00:03–00:06 WORKOUT AND ALL / 00:04–00:06 I DID WAS BLINK Visual: 00:00–00:02 A woman with brown skin, wearing a teal top and multiple necklaces, holds up a Lume Whole Body Deodorant stick in front of a yellow wall. She is centered in the frame, looking directly at the camera with a slight smile. Her hair is styled in a high bun. A doorway is visible in the background. / 00:02–00:06 The woman, now wearing a floral robe, stands in front of the yellow wall. She raises her arm and makes a face, looking off to the side. The camera is stationary, capturing her from the chest up. # Funnel stage Consideration # Pain points The ad addresses the frustration of hormonal changes causing increased body odor, even without physical activity. The woman says, "These hormones lately, baby, they will have you smelling like you just finished a workout and all you did was blink." # Value propositions - Lume neutralizes the bacteria that cause odor, rather than masking it. - Lume provides long-lasting freshness, eliminating the need for frequent reapplication. - Lume is a whole body deodorant, suitable for use on pits, privates, and beyond. # Benefits - Stops odor before it starts - Doesn't mask odor - Neutralizes the bacteria that cause it - Fresh until bedtime - Smell amazing all day # Features - 72Hr Odor Control - Aluminum Free - Whole Body Deodorant - For Pits, Privates & Beyond - Smooth Solid - Cream # Call to action Upgrade your deodorant # Social proof - "So I switched to Lume because it actually stops odor before it starts, it doesn't mask odor, it neutralizes the bacteria that cause it." – Female 1 (Customer) - "I used to reapply deodorant like it was lip balm, but with Lume, one swipe in the morning and I'm fresh until bedtime." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:05 The creator holds up a Lume deodorant stick and says that her hormones have been making her smell like she just finished a workout, even when she only blinked. - 00:05–00:12 The creator says that she switched to Lume because it stops odor before it starts, doesn't mask odor, and neutralizes the bacteria that cause it. - 00:12–00:23 The creator says that Lume fits into her real life, which includes a quick home workout, taking care of her daughter and dog, working, and spending time with her husband. - 00:23–00:31 The creator says that with her shifting hormones, she used to reapply deodorant like it was lip balm, but with Lume, one swipe in the morning keeps her fresh until bedtime. - 00:31–00:36 The creator says that Lume is whole body, for pits, feet, underboob, belly folds, and anywhere odor tries it. - 00:36–00:45 The creator says that if your deodorant keeps clocking out early, replace it with Lume, and the Lume starter pack is perfect for beginners and is 30% off.

# Ad summary This ad features a woman in her bathroom talking about Lume deodorant. She asks the viewer how many times they apply deodorant in a day, and if it's more than once, their deodorant isn't doing its job. She says Lume stops odor before it starts and lasts all day. She shows herself working out, playing with her baby, and hanging out with her husband, all while staying fresh. She says Lume is powered by mandelic acid, so it prevents odor instead of covering it. She encourages the viewer to grab the Lume starter pack while it's 30% off and finally stop reapplying. She says to prevent the funk, don't chase it. # Brand positioning Lume is presented as a solution for individuals who are tired of reapplying deodorant throughout the day. The brand positions itself as a provider of long-lasting odor protection, claiming its product stops odor before it starts and lasts all day. Lume aligns with a lifestyle that includes various activities, such as working out, playing with children, and socializing, while maintaining freshness. The brand pushes against the norm of frequently reapplying deodorant, suggesting that if you need to reapply, your current deodorant isn't doing its job. Lume's positioning is functional, focusing on the performance and effectiveness of its deodorant in preventing odor. # Product Lume Whole Body Deodorant is a deodorant designed to stop odor before it starts and last all day. It is formulated with mandelic acid, which prevents odor instead of covering it up. The product is for anyone who is tired of reapplying deodorant multiple times a day and wants long-lasting odor protection. The ad highlights that Lume can handle various activities, such as home or gym workouts, playing with babies, and hanging out with a husband, while keeping the user fresh. The ad addresses the purchase barrier of ineffective deodorants that require frequent reapplication by offering a solution that lasts all day. The ad also mentions a Lume starter pack, which is currently 30% off. # Visual style The ad has a UGC feel, with a mix of static shots and quick cuts. The production quality is decent, with natural lighting and a casual tone. The editing rhythm is moderate, with cuts timed to the music and voiceover. The overall aesthetic is relatable and authentic, aiming to connect with the audience on a personal level. # Hooks Spoken: 00:00–00:02 Female 1: Okay, how many times are you putting on deodorant a day? Text overlay: 00:00–00:03 OKAY HOW MANY Visual: 00:00–00:02 A woman with brown skin, wearing a white robe with green stripes and a floral pattern, stands in a bathroom. Her hair is styled in a high bun. She holds a Lume deodorant stick in her hand, presenting it to the camera. The background includes a shower, a yellow wall, and framed artwork. # Funnel stage Consideration # Pain points The ad addresses the frustration of having to reapply deodorant multiple times a day because it doesn't last long enough. "If it's more than once, friend, your deodorant is not doing its job." # Value propositions - Long-lasting odor protection for various activities - Prevents odor instead of covering it, providing a more effective solution - 30% off starter pack # Benefits - Stops odor before it ever starts - Lasts all day - Prevents odor instead of covering it # Features - 72Hr! Odor Control - Whole Body Deodorant - Powered by Mandelic Acid # Call to action Grab the Lume starter pack while it's 30% off # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is sharing her experience with the product. # Storyline - 00:00–00:07 00:00–00:07 The creator holds up a Lume deodorant stick and asks how many times the viewer puts on deodorant in a day. She tells them to tell the truth, and if it's more than once, their deodorant isn't doing its job. This is intended to grab the viewer's attention by questioning their current deodorant habits and implying that Lume offers a better solution. The perspective is from the creator, who is speaking directly to the audience in a casual, conversational tone. - 00:07–00:12 00:07–00:12 The creator states that Lume stops odor before it ever starts and lasts all day. This is intended to introduce the product and its key benefit of long-lasting odor protection. The perspective is from the creator, who is presenting Lume as a solution to the problem of ineffective deodorants. - 00:12–00:22 00:12–00:22 The creator shows herself doing various activities, such as working out, playing with her baby, and hanging out with her husband, while text overlays state that these activities are "handled." This is intended to demonstrate the product's effectiveness in real-life situations and appeal to a broad audience. The perspective is from the creator, who is showcasing how Lume fits into her daily life. - 00:22–00:29 00:22–00:29 The creator states that Lume is powered by mandelic acid, which prevents odor instead of covering it. She applies the deodorant to her arm and rubs it in. This is intended to highlight the product's unique ingredient and its mechanism of action. The perspective is from the creator, who is providing a product demonstration and explaining its benefits. - 00:29–00:35 00:29–00:35 The creator encourages the viewer to grab the Lume starter pack while it's 30% off and finally stop reapplying. She says to prevent the funk, don't chase it. This is intended to create a sense of urgency and encourage the viewer to purchase the product. The perspective is from the creator, who is providing a call to action and summarizing the product's benefits.

# Ad summary A woman shares a story about her deodorant failing her and how she switched to Lume. She highlights that Lume is aluminum-free, powered by mandelic acid, and stops odor before it even begins. She applies it once in the morning and stays fresh until she collapses on the couch at night. She encourages viewers to fix their deodorant betrayal by getting the Lume starter pack, which is perfect for newbies and 30% off, to upgrade their routine and smell great all day. # Brand positioning Lume is presented as a reliable and effective solution for body odor, offering a functional alternative to traditional deodorants. The brand emphasizes its aluminum-free formula and use of mandelic acid, positioning itself as a science-backed product that stops odor before it starts. Lume aligns with a lifestyle that values freshness and confidence throughout the day, even during busy routines. The brand pushes against the norm of deodorants that may fail or betray users, offering a dependable option for long-lasting odor control. # Product Lume Whole Body Deodorant is an aluminum-free deodorant powered by mandelic acid that stops odor before it even begins. It is designed for daily use and provides 72-hour odor control. The product is available in a smooth solid stick form. The ad highlights that Lume only needs to be applied once in the morning to keep the user fresh all day, even through workouts and daily activities, until they collapse on the couch at night. The Lume starter pack is promoted as perfect for newbies and is currently offered at 30% off. # Visual style The ad has a UGC feel with a mix of selfie-style shots and static product displays. The editing style includes quick cuts to showcase different aspects of the woman's day and the product. The production quality is a hybrid, combining casual, personal footage with polished product shots. The pacing is moderate, with cuts timed to the speaker's rhythm. # Hooks Spoken: 00:00–00:04 Female 1: [Enthusiastic] Story time, y'all, the day my deodorant decided to fail me. Woo! Text overlay: 00:00–00:01 STORY TIME Y / 00:01–00:03 MY DEODORANT / 00:03–00:04 ME WOO THAT'S Visual: 00:00–00:02 A woman with brown hair in a high bun, wearing a floral robe, stands in a bathroom with yellow walls and white trim. She looks directly at the camera and gestures with her hands as she speaks. / 00:02–00:04 The woman, now wearing a teal shirt, holds up a Lume deodorant stick in its packaging. She looks at the product and then at the camera. # Funnel stage Consideration # Pain points Deodorant failing or betraying the user, leading to body odor and embarrassment. "The day my deodorant decided to fail me." # Value propositions - Aluminum-free and powered by mandelic acid: Stops odor before it even begins - Apply once in the morning: Stay fresh all day # Benefits - Stops odor before it even begins - Stay fresh until I collapse on the couch at night - Smell great all day # Features - Aluminum-free - Powered by mandelic acid - 72Hr! Odor Control # Call to action Get the Lume starter pack # Social proof - "That's exactly why I switched to Lume" – Female 1 (Customer) - "I apply once in the morning and I'm fresh until I collapse on the couch at night" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:04 00:00–00:04 The creator introduces a story about the day her deodorant failed her. - 00:04–00:11 00:04–00:11 She introduces Lume as the deodorant she switched to, highlighting that it's aluminum-free, powered by mandelic acid, and stops odor before it even begins. - 00:11–00:21 00:11–00:21 She shares a glimpse into her daily routine, including working out, answering emails, chasing after her child, and spending time with her husband, leading to a moment where she performs a discreet sniff. - 00:21–00:26 00:21–00:26 She reveals that the sniff almost knocked her out, implying her previous deodorant failed her. - 00:26–00:32 00:26–00:32 She states that with Lume, she applies it once in the morning and stays fresh until she collapses on the couch at night. - 00:32–00:41 00:32–00:41 She urges viewers to fix their deodorant betrayal by getting the Lume starter pack, which is perfect for newbies and 30% off, to upgrade their routine and smell great all day.

# Ad summary A woman talks about Lume whole body deodorant while walking through a Costco. She says Lume is different because it's a one-and-done solution that stops odor before it starts and eliminates midday insecurity. She encourages viewers to visit the brand's website and try the starter pack. # Brand positioning Lume positions itself as a one-and-done solution to whole-body odor, eliminating the need for multiple applications throughout the day. It emphasizes its unique approach to odor control, using mandelic acid to acidify the skin and stop odor reactions before they start. This positioning appeals to consumers seeking a hassle-free and effective deodorant option that addresses concerns about midday insecurity. # Product Lume Whole Body Deodorant is presented as a one-and-done solution for odor control. Unlike traditional deodorants that require multiple applications, Lume only needs to be applied once a day. It contains mandelic acid, which acidifies the skin to stop odor reactions before they start. It's designed to eliminate midday insecurity and provide all-day protection. The ad emphasizes that Lume is different from other whole-body deodorants and encourages viewers to try it. # Visual style The ad has a UGC feel with a handheld camera and natural lighting. It is shot in a bright location but does not have overly polished commercial production. The video combines footage from a Costco and a home. # Hooks Spoken: Female 1: Sea of sameness. Sea of sameness. Sea of sameness. Text overlay: 00:00–00:03: Sea of sameness Visual: 00:00–00:03: A woman with long blonde hair, wearing a white long-sleeve shirt, navy blue vest, and jeans, walks through the deodorant aisle at Costco. She gestures to the shelves filled with various deodorant brands. # Funnel stage Consideration # Pain points The ad addresses the frustration of midday odor insecurity. "There's no midday insecurity." # Value propositions - Lume contains mandelic acid that acidifies your skin and stops those odor reactions before they start. - Lume was developed for a one and done solution; there's no midday insecurity. - The best way to get started is in our starter pack. You get two full size deodorants plus two free things and the whole thing is gonna ship for free. # Benefits - Stops odor reactions before they start - A one and done solution - No midday insecurity # Features - Mandelic acid - Starter pack # Call to action Jump over to our website # Point of view - Brand 100% – The entire video is delivered by a woman representing the brand, explaining the product and its benefits. # Storyline - 00:00–00:03 A woman walks through a Costco and notes the 'sea of sameness' of deodorant options. - 00:03–00:03 She highlights that Lume is different. - 00:03–00:07 She explains that with other deodorants applied 2-3 times a day, you need to take the cost times 2 or 3. - 00:07–00:14 She says that Lume may cost more but it only needs to be applied once a day to the armpits because it has mandelic acid. - 00:11–00:16 She says the mandelic acid acidifies the skin and stops those odor reactions before they start. - 00:16–00:20 She notes that Lume was developed for a one and done solution; there's no midday insecurity. - 00:20–00:24 She claims that Lume is a game changer and is different from anything you've ever tried before. - 00:24–00:25 She encourages the viewer to jump over to the website. - 00:25–00:34 She pleads to the viewer to try Lume if they've tried other whole body deodorants and thought it wasn't a big deal. - 00:34–00:40 She presents the Lume starter pack and says you get two full-size deodorants plus two free things, and the whole thing will ship for free.

# Ad summary This ad features a woman in front of a shelf full of Lume products. She is excited to share the new Vanilla Bliss scent. She sniffs the product and applies it to her arm. She describes the scent as lighter and more subtle. She then shares a starter pack deal where you can pick two full-size deodorants and get two free items with free shipping. # Brand positioning Lume is presented as a brand that offers a variety of deodorant scents. The brand aims to occupy a space in the consumer's mind as a provider of unique and appealing scents. The brand aligns with values of freshness and personal care. The brand positioning is emotional, focusing on the pleasant experience of using their products. # Product The featured product is Lume's Vanilla Bliss deodorant. It is described as a new vanilla scent that is lighter and more subtle than other vanilla scents. The product is for anyone who wants a pleasant and effective deodorant. The ad highlights the appealing scent as a key feature, emphasizing how nice it smells. The ad addresses the purchase barrier of uncertainty by offering a starter pack deal, allowing customers to try multiple products. # Visual style The ad has a UGC feel with a bright and clean aesthetic. The editing style is simple with static shots and minimal transitions. The production quality is polished, giving it a professional yet approachable tone. The pacing is consistent, with a moderate rhythm that matches the speaker's delivery. # Hooks Spoken: Female 1: Oh my gosh, vanilla! Text overlay: Vanilla Bliss Visual: 00:00–00:02: A woman with blonde hair and a pink tank top sits in front of a shelf full of Lume products. She holds up a purple Lume deodorant stick and a yellow Lume deodorant container. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that some deodorants have overpowering or unpleasant scents. The speaker highlights that the new Vanilla Bliss scent is lighter and more subtle, suggesting it addresses the frustration of strong, artificial fragrances. # Value propositions - New Vanilla Bliss scent: Offers a unique and appealing fragrance experience. - Starter pack deal: Reduces the risk of trying a new product by offering multiple items and free shipping. # Benefits - Pleasant scent - Effective deodorant # Features - New vanilla scent - Lighter - More subtle # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied customer who is enthusiastic about the product. # Storyline - 00:00–00:03 The woman expresses excitement about the new Vanilla Bliss scent. - 00:03–00:17 She describes the scent as lighter and more subtle. - 00:17–00:26 She promotes a starter pack deal for new customers.

# Ad summary This ad features Lume Whole Body Deodorant. It includes a customer testimonial about how well the product works and how it keeps them feeling fresh all day. The ad highlights the product's key features, such as 72-hour odor control and safe ingredients for sensitive skin. # Brand positioning Lume is presented as a brand that offers effective odor control solutions for the whole body, going beyond traditional deodorant use cases. The brand emphasizes its products are safe and gentle enough for sensitive skin, suggesting a focus on natural or non-irritating ingredients. By highlighting the 'Whole Body Deodorant' aspect, Lume positions itself as a solution for a broader range of odor concerns, challenging the norms of only addressing underarm odor. The brand's positioning is functional, focusing on performance and safety, while also tapping into the emotional benefit of feeling fresh and confident throughout the day. # Product Lume Whole Body Deodorant is an invisible spray designed for use on pits, privates, and beyond. It is formulated to provide 72-hour odor control and is safe for sensitive skin. The product is aluminum-free. The spray comes in a 'Soft Powder' scent. The ad emphasizes the product's effectiveness, with a customer testimonial highlighting its ability to keep the user feeling fresh throughout the workday. The product aims to address concerns about body odor in various areas, offering a solution that is both long-lasting and gentle. # Visual style The ad has a clean and straightforward visual style, with a focus on the product and a customer testimonial. The production quality appears to be studio-shot, with even lighting and a solid background. The image treatment includes background removal and clear typography integration. The style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: I absolutely love how well this works! I end my work day as fresh as I started. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not feeling fresh by the end of the workday. The customer quote, 'I end my work day as fresh as I started,' directly counters this frustration. # Value propositions - 72-hour odor control for all-day freshness - Safe for sensitive skin, providing gentle yet effective odor protection # Benefits - I end my work day as fresh as I started. # Features - 72Hr ODOR CONTROL - Aluminum Free - Invisible Spray - Soft Powder - Safe For Sensitive Skin # Call to action None used. # Social proof - "I absolutely love how well this works! I end my work day as fresh as I started." – STEPH # Point of view - Customer: The testimonial quote, 'I absolutely love how well this works! I end my work day as fresh as I started,' represents the customer's point of view, sharing their positive experience with the product. - Brand: The visual of the product being held and the text identifying the customer as 'Steph, Lume user since 2023' represent the brand's point of view, showcasing the product and building credibility through a user endorsement. # Storyline - The ad opens with a woman holding a can of Lume Whole Body Deodorant, immediately showcasing the product. This is from the brand's perspective, introducing the item being advertised. - A quote from a customer, 'I absolutely love how well this works! I end my work day as fresh as I started,' is displayed next to the product. This is from the customer's perspective, providing a testimonial about the product's effectiveness and its impact on their daily life. - The customer is identified as 'Steph, Lume user since 2023,' adding credibility to the testimonial. This is from the brand's perspective, reinforcing the product's value through a real user's experience.

# Ad summary This ad promotes Lume's touchless spray deodorant. It features a woman in a bathroom spraying the product on her groin area, followed by the same woman in a kitchen explaining the product's benefits, including its quick-drying formula and lower alcohol content, which prevents skin irritation. The ad highlights the product's availability in spray form, in addition to cream and stick. # Brand positioning Lume is presented as a brand that offers innovative solutions for body odor, particularly in intimate areas. The brand emphasizes convenience and gentleness, positioning itself as a provider of products that are easy to use and safe for sensitive skin. Lume aims to normalize conversations around body odor and offer practical solutions that fit into everyday routines. The brand pushes against the norm of harsh, irritating deodorants by offering a product with a lower alcohol content that is both fast-drying and gentle on the skin. Lume aims to occupy a space in the consumer's mind as a brand that prioritizes comfort, convenience, and effectiveness in personal hygiene. # Product Lume Touchless Body Deodorant Spray is a product designed to eliminate body odor, particularly in intimate areas. It is formulated with a lower percentage of alcohol, making it quick-drying (about three seconds) and gentle on the skin, preventing burning or irritation. The product is presented as a convenient, touchless solution for odor control, available in a spray form, in addition to cream and stick formats. The ad highlights its ease of use and effectiveness, emphasizing that it provides the power of Lume in a convenient spray. The product addresses the purchase barrier of skin irritation often associated with traditional deodorants, offering a gentle alternative. # Visual style The ad has a hybrid aesthetic, blending a UGC-style opening with a more polished commercial feel for the product explanation. The editing style includes quick cuts to transition between the initial product use and the brand representative's explanation. The production quality is a mix of casual and professional, aiming to balance relatability with credibility. The pacing is moderate, with cuts timed to key points in the voiceover. # Hooks Spoken: 00:00–00:03: the easiest way to get rid of a smell down there Text overlay: 00:00–00:03: the easiest way to get rid of a smell down there Visual: 00:00–00:02: A first-person perspective shot in a bathroom. The foreground shows a woman's hands holding a purple and white Lume spray bottle. The background shows the woman's bare feet on a light gray tiled floor, with unbuttoned jeans pulled down slightly. The camera is handheld and shaky, focusing on the act of spraying the product in the groin area. The lighting is bright and natural. The product is prominently displayed and used in its intended area. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of body odor, particularly in intimate areas, and the discomfort or irritation that can come from using traditional deodorants. The opening line, "the easiest way to get rid of a smell down there," directly acknowledges this concern. # Value propositions - The power of Lume in a touchless spray - Fast-drying without burning the skin due to lower alcohol content # Benefits - Eliminates body odor - Gentle on skin (doesn't burn) - Convenient and easy to use # Features - Quick-drying (about three seconds) - Lower percentage of alcohol - Touchless application # Call to action None used. # Point of view - Customer 5% – The ad begins with a first-person view of a customer using the product. - Brand 95% – The majority of the ad features a woman, presumably a brand representative, explaining the product's features and benefits. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a close-up shot of a woman's hands holding a bottle of Lume spray deodorant. The camera angle is from the woman's perspective, looking down as she sprays the product on her groin area while her pants are unbuttoned. This moment is intended to grab attention and introduce the product's primary use case in a direct and somewhat provocative manner. The tone is casual and relatable, suggesting that the product is easy to use in everyday situations. - 00:02–00:09 00:02–00:09: The scene transitions to a woman standing in a kitchen, holding the Lume spray deodorant. She explains that the product is quick-drying, taking about three seconds to dry. This moment is from the brand's perspective, providing factual information about the product's performance. The tone is informative and reassuring, aiming to address potential concerns about the product's drying time. - 00:09–00:14 00:09–00:14: The woman continues to explain that the product's lower percentage of alcohol allows it to be fast-drying without burning the skin. This is from the brand's perspective, highlighting a key benefit and addressing a common pain point associated with other deodorants. The tone is reassuring and informative, emphasizing the product's gentleness. - 00:14–00:21 00:14–00:21: The woman concludes by stating that the spray is the power of Lume, now available in a touchless spray. This is from the brand's perspective, reinforcing the product's value proposition and convenience. The tone is enthusiastic and confident, encouraging viewers to try the new format.

# Ad summary A woman explains that normal soap sometimes doesn't get you fully clean and introduces Lume products as an alternative. She claims that Lume products block odor reactions by lowering the pH of the skin. # Brand positioning Lume is presented as a brand that addresses body odor beyond just deodorant. The brand emphasizes a solution for odors in the "nooks and crannies" of the body, implying a focus on areas that are often overlooked by traditional hygiene products. Lume positions itself as a clinically proven way to control odor for 24 hours by lowering the pH of the skin, which blocks odor reactions. The brand promotes a functional approach to hygiene, offering an alternative to conventional soaps that may not fully eliminate odor. # Product The advertised products are Lume body wash and cleansing bar, designed to control odor for 24 hours. These products work by lowering the pH of the skin to block odor reactions, particularly in areas like the butt cheeks. The Lume acidified body wash and cleansing bar are presented as clinically proven solutions to ensure that even after showering, the body remains odor-free, addressing the issue that regular soap might not be effective enough. # Visual style The ad features a UGC feel with a natural, unfiltered aesthetic. The setting is a room with shelves stocked with the brand's products, creating a casual, in-house vibe. The lighting appears to be natural, enhancing the authenticity. The editing consists of static shots with minimal transitions. # Hooks Spoken: 00:01–00:06 Have you ever gotten out of the shower with soap and you kind of check. Visual: 00:01–00:06 The shot widens to show a woman with blonde hair wearing a pink tank top. She holds a purple tube of Lume product. The background is a shelf full of Lume products. # Funnel stage Middle of funnel (Consideration) # Pain points The single most central problem the product is solving is the frustration of showering with soap but still feeling like you didn't get fully clean. This is clearly implied when she asks: "Have you ever gotten out of the shower with soap and you kind of check. And you go, my gosh, it smells like I didn't even shower." # Value propositions - Clinically proven to control odor for 24 hours. # Benefits - Blocks those odor reactions that are inevitable between our butt cheeks. - Odor control # Features - Lume acidified body wash - Lume cleansing bar - Lowers the pH of the skin - Controls odor for 24 hours - Clinically proven # Call to action None used. # Social proof - Clinically proven to control odor for 24 hours. # Point of view - Brand 100% – The ad is told from the perspective of a person associated with the brand, who is speaking directly to the camera to inform the audience about the product and its benefits. # Storyline - 00:00–00:01 The woman shows a bar and says that it is not soap. - 00:01–00:06 She asks if you ever got out of the shower with soap, checked yourself, and realized that you smell like you didn't even shower. - 00:06–00:11 She explains that she's talking about the odor deep down in the nooks and crannies, where the odor still resides. - 00:11–00:13 She presents Lume products and says that's what it is for. - 00:13–00:20 She states that Lume products lower the pH of the skin to block odor reactions that are inevitable, such as between the butt cheeks. - 00:20–00:24 She states that Lume products are clinically proven to control odor for 24 hours.

# Ad summary This ad promotes Lume Whole Body Deodorant. The ad features a woman in her bathroom who is surprised to learn that the price of Lume spray deodorant has dropped. She compares Lume to other brands, highlighting that Lume is water-based and powered by mandelic acid, which stops body odor before it starts. She encourages viewers to check it out on the website or in stores. # Brand positioning Lume is presented as a brand that offers effective and safe deodorizing solutions for the whole body. The brand emphasizes its unique formulation, particularly the use of mandelic acid and a water-based formula, which sets it apart from competitors that rely on alcohol. Lume positions itself as a solution that not only controls odor but also prevents it from starting, appealing to consumers seeking long-lasting and proactive odor protection. The brand aligns with a lifestyle that prioritizes personal hygiene and confidence, while pushing against the norm of using alcohol-based deodorants that may not be as effective or gentle on the skin. The brand positioning is both functional, highlighting the product's unique ingredients and effectiveness, and emotional, offering consumers the confidence of all-day odor protection. # Product Lume Whole Body Deodorant Spray is a water-based deodorant powered by mandelic acid, designed for use anywhere on the body. It provides 72-hour odor control by stopping body odor before it starts. The product is presented as an alternative to traditional deodorants that use alcohol as their first ingredient and do not contain mandelic acid. Lume is for anyone seeking a long-lasting, effective, and gentle deodorant solution that can be used all over the body. The ad addresses the purchase barrier of effectiveness by highlighting the 72-hour odor control and the unique mandelic acid formulation. The ad emphasizes that Lume starts with water and is powered by mandelic acid, which stops body odor before it starts. # Visual style The ad has a UGC feel, with a handheld camera and natural lighting. The editing is simple, with static shots and smooth transitions. The production quality is decent, but not overly polished, which supports the intended tone of a casual and authentic recommendation. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 I kind of can't believe I missed this. Text overlay: 00:00–00:04 WE DROPPED THE PRICE Visual: 00:00–00:03 Close-up shot of a woman's face, fair skin, brown hair in a messy bun, wearing a pink t-shirt. She is holding a white container filled with Lume deodorant sprays. The background is a blurred room. The camera is handheld and slightly shaky, creating a selfie-style POV. The lighting is soft and natural. # Funnel stage Consideration # Pain points The ad addresses the frustration of body odor and the need for a long-lasting and effective solution. "You can spray this anywhere, 72-hour odor control because it's powered by mandelic acid." # Value propositions - 72-hour odor control because it's powered by mandelic acid - Lume's brand new spray starts with water, powered by mandelic acid, which is going to stop body odor before it even starts. # Benefits - Incredible for whole body use - Stops body odor before it even starts # Features - Water-based deodorant - Powered by mandelic acid - 72-hour odor control # Call to action Go check it out on our website or in stores. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience and enthusiasm for the product. # Storyline - 00:00–00:04 00:00–00:04 The ad begins with a woman holding a container full of Lume deodorant sprays, expressing surprise and disbelief. The message conveyed is that she has just learned about a price drop on the product and is sharing her reaction with the audience. The perspective is from the woman herself, creating a sense of authenticity and immediacy. The tone is excited and slightly regretful, as she mentions missing the price drop. - 00:04–00:17 00:04–00:17 The woman holds up a can of Lume Whole Body Deodorant Spray and highlights its key features. The message is that Lume is an awesome spray deodorant that is water-based and provides incredible odor control for the whole body. The perspective is from the woman, who is acting as a product advocate and sharing her enthusiasm. The tone is enthusiastic and informative, aiming to persuade viewers of the product's benefits. - 00:17–00:25 00:17–00:25 The woman compares Lume to other whole body sprays, pointing out that their first ingredient is alcohol and they don't have mandelic acid. The message is that Lume is superior because it starts with water and is powered by mandelic acid. The perspective is from the woman, who is positioning Lume as a better alternative. The tone is confident and slightly critical of competitor products. - 00:25–00:34 00:25–00:34 The woman reiterates the benefits of Lume, emphasizing that it starts with water, is powered by mandelic acid, and stops body odor before it starts. The message is that Lume is a proactive solution for odor control. The perspective is from the woman, who is reinforcing the product's unique selling points. The tone is enthusiastic and persuasive. - 00:34–00:36 00:34–00:36 The woman encourages viewers to check out Lume on the website or in stores. The message is a call to action, prompting viewers to explore the product further. The perspective is from the woman, who is acting as a brand representative. The tone is friendly and inviting.

# Ad summary This ad for Lume deodorant features a woman in a Costco, walking past rows of standard deodorant and proclaiming that Lume is different. She says that Lume has mandelic acid, which acidifies skin and stops odor reactions before they start. She claims that Lume was developed for a one-and-done solution so people don't need to go to the bathroom at work after work because they are insecure about breakthrough body odor. She says that people will realize the body odors that they've just been living with until they try Lume and those odors are gone. # Brand positioning Lume positions itself as a solution to body odor that goes beyond traditional deodorants. The brand offers a more effective, longer-lasting alternative, freeing customers from the need for frequent reapplication and the associated insecurities about body odor throughout the day. It differentiates itself by using mandelic acid to acidify the skin, stopping odor reactions at the source, and aiming for a one-and-done solution, which provides assurance and eliminates the need for midday touch-ups. Lume addresses the unmet need for comprehensive and lasting odor protection, making it a brand that stands apart from the 'sea of sameness' in the deodorant market, by offering a superior and more reliable solution that caters to those seeking all-day confidence. # Product Lume is presented as a whole-body deodorant that differs from the competition with its one-time daily application. It uses mandelic acid to acidify the skin and stop odor reactions before they start. As a "one and done solution," Lume ensures there is no midday insecurity or need to go to the bathroom at work to reapply because of body odor breakthrough. The product is positioned as a solution for people living with odors they didn't realize they had, which will go away once they try Lume. Lume allows people to smell better longer, anywhere they have odor but wish they didn't. # Visual style The ad has a casual, unpolished aesthetic, resembling UGC content. It appears to be shot in natural light. The editing style features quick cuts to maintain a brisk pace. The production quality aligns with a hybrid approach, blending elements of casual content with a clear brand message. The visual motif is centered around the presenter, which creates a personal and relatable tone. The ad maintains a consistent pacing, with cuts timed to coincide with key points in the voiceover, enhancing the audio-visual synchronization. # Hooks Spoken: 00:00–00:01 Female 1: Sea of sameness. Text overlay: 00:00–00:02 / Finally a deodorant that YOU don't need to reapply at 4PM. Visual: 00:00–00:02: A woman with long blonde hair, wearing a white sweatshirt, a navy vest, light wash jeans, and pink sneakers walks down a brightly lit aisle in Costco. Tall shelves packed with deodorant products surround her. She gestures with her hands as she walks. Text overlays read, "Sea of sameness." The camera is handheld and follows her. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad addresses the frustration of needing to reapply deodorant multiple times a day due to breakthrough body odor. It highlights the inconvenience and insecurity associated with this issue, particularly the need to visit the bathroom at work to reapply. Visual description: The presenter walks down a Costco aisle lined with deodorants and proclaims that they are a "sea of sameness," # Value propositions - Developed for a one and done solution # Benefits - Stops those odor reactions before they start - No midday insecurity - No needing to go into the bathroom at work after work, whatever, because you're insecure about breakthrough body odor. - Those odors are gone. - Smell better longer, anywhere you have odor but wish you didn't # Features - Mandelic acid # Call to action None used. # Social proof - “We talked to the customers of our competitors. 65% of them are applying two or more times a day.” – Female 1 (Brand Representative) # Point of view - Brand 100% – The entire ad is delivered by a woman affiliated with the brand. # Storyline - 00:00–00:03 The presenter walks through a Costco aisle lined with deodorant. - 00:00–00:04 She proclaims the products are a "sea of sameness", then says Lume is "different". This sets up the contrast between Lume and traditional deodorants. - 00:04–00:08 She is walking down an aisle and says that after talking to the customers of competitors, she found that 65% of them are applying deodorant two or more times a day. This presents the problem that Lume solves. - 00:08–00:22 She looks directly at the camera and explains that people who apply deodorant two or three times a day need to take the cost of deodorant times two or three. She introduces Lume as a once-a-day solution for armpits that costs more but is worth it. She then claims that Lume has mandelic acid, which acidifies the skin and stops those odor reactions before they start. This is the product explanation. - 00:22–00:36 She says that Lume was developed for a one-and-done solution, claiming that there's no midday insecurity or needing to go into the bathroom at work after work because you're insecure about breakthrough body odor. She then states that people will realize the body odors they've just been living with until they try Lume and those odors are gone. This is the product's value proposition. - 00:36–00:39 She concludes by saying that Lume allows people to smell better longer, anywhere they have odor but wish they didn't. This summarizes the product's purpose and benefits.

# Ad summary The ad promotes Lume's Vanilla Bliss deodorant, highlighting its unique, appealing scent and effectiveness in blocking odor. The ad features a creator who raves about the scent and the starter pack that includes body wash and wipes. # Brand positioning Lume positions itself as a whole-body deodorant brand offering a unique range of scents. The brand challenges traditional deodorant norms by providing solutions for various body areas, not just underarms, emphasizing its ability to block odor all day long. This positioning implies that the brand aims to occupy a space in the consumer's mind as a versatile and effective odor-control solution. # Product The Lume Vanilla Bliss deodorant is a smooth solid deodorant, designed for use on pits, privates, and beyond. The product is presented as having a cozy and appealing scent. It's formulated to block odor anywhere on the body all day long, offering 72-hour odor control and is aluminum-free. The ad also highlights the Lume Starter Pack, which includes body wash and deodorant wipes in addition to the deodorant stick. The starter pack is offered at a special price of $25. The product addresses the barrier of body odor concerns, providing a unique and effective solution to block odor. # Visual style The ad features a UGC-style aesthetic with quick cuts and overlaid text, with shots using natural lighting. The transitions are relatively smooth. The production quality is a hybrid of polished commercial and UGC, which supports the intended tone. The pacing is relatively fast, with cuts occurring frequently to maintain viewer engagement. # Hooks Spoken: Hey, have you seen Lume's super cozy scent that sold out four times? Text overlay: Wanna see the BEST DEO IN THE WORLD? Visual: 00:00–00:03: The video begins with a rotating image of Earth in space, with text overlay asking, "Wanna see the BEST DEO IN THE WORLD?" # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the concern about body odor. The ad addresses this by promising a solution that blocks odor everywhere on the body all day long. # Value propositions - The starter pack contains body wash, deodorant wipes, and free shipping only for $25 # Benefits - Vanilla Bliss is like dipping yourself in Madagascar vanilla ice cream and never noticing a hint of body odor - Blocks odor everywhere on your body all day long - Smell better everywhere! # Features - 72Hr! odor control - Aluminum Free - Starter Pack includes body wash, deo wipes, and free shipping # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer and user of Lume products who shares the benefits of the product. # Storyline - 00:00–00:01 The ad opens with a question to the audience. - 00:01–00:04 The focus shifts to the Lume Vanilla Bliss deodorant, emphasizing its popularity and scent. - 00:04–00:08 The ad compares the scent to Madagascar vanilla ice cream, reinforcing the fragrance. - 00:08–00:13 The ad confirms the deodorant is effective at blocking odor. - 00:13–00:21 The ad highlights the Starter Pack, showcasing its additional items and value for money. - 00:21–00:23 The ad ends with a creator demonstrating the product's appeal, encouraging viewers to try it for themselves.

# Ad summary This ad features a woman in a Costco location pointing out the location of the Lume Whole Body Deodorant 3 pack. She goes on to list the features and benefits of the product before directing viewers to the brand website to purchase a starter pack. # Brand positioning Lume is presented as a solution for body odor for use on the entire body. The brand occupies a space in the market as a product formulated to stop body odor before it even starts, due to its low pH balance and mandelic acid content. Lume positions itself as a brand that pushes against category norms by offering a product that prevents odor, instead of covering it up with fragrance. Lume is shown as functional, formulated to prevent body odor from head to toe. # Product The ad features Lume Whole Body Deodorant in solid form, available in a 3 pack at Costco. It is described as the only mandelic acid deodorant and low pH formula at Costco, that stops body odor before it even starts. It can be used anywhere you want on your whole body. Also shown is a Lume starter pack containing two deodorants, deodorant wipes, and a cream tube. The Lume deodorant is said to provide 72 hour odor control. # Visual style The ad has a natural aesthetic and is filmed in a bright setting with natural lighting. The editing style consists of a few quick cuts, but mostly static shots. The overall production quality has a UGC feel. # Hooks Spoken: Female 1: Here it is. Text overlay: 00:01–00:03 / Lume is at Costco! Visual: 00:00–00:01: The camera follows a woman from behind as she walks down a Costco aisle. She has dark hair in a bun, and is wearing a black long sleeved shirt under a navy blue quilted vest and light wash jeans. Pallets of goods line the aisle to her right. A sign for the Costco Hearing Aid Center is visible in the background. # Funnel stage Consideration # Pain points The ad addresses the frustration of body odor and finding a product that effectively prevents it. # Value propositions - Mandelic acid and low pH formula stops body odor before it even starts - Use on your whole body for head to toe odor control # Benefits - Stops body odor before it even starts - Can be used anywhere on your whole body - Prevents body odor unlike anything you've ever tried # Features - Mandelic acid deodorant - Low pH formula - 72 hour odor control # Call to action I'll link to it here # Point of view - Customer 100% – The ad is presented from the point of view of a customer sharing the location and benefits of Lume products. # Storyline - 00:00–00:02 A woman is walking down a Costco aisle. - 00:02–00:05 She points out that Lume Whole Body Deodorant is at Costco, and holds up a 3 pack of the deodorant. - 00:06–00:11 The woman claims that Lume is the only mandelic acid deodorant and low pH formula available at Costco. - 00:11–00:26 The woman states that Lume stops body odor before it even starts, and that it can be used anywhere on your body to prevent odor. - 00:27–00:29 She picks up the Lume 3 pack and puts it on the shelf. - 00:29–00:35 The woman encourages viewers to purchase a starter pack on their website, where they will get freebies and free shipping.