Lume Skin: launching a festive serum brand from research to 3.8× ROAS
Where we started
Lume had a dermatologist-tested serum but no brand story, generic stock-photo ads and a cost per purchase that made every Diwali rupee hurt. They needed a brand women would remember and ads that sold during the busiest, most expensive season of the year.
What we learned
Before designing anything, we listened: reviews, comments, interviews and search data.
customer reviews and comments analysed across Lume and five rival serums
interviews with women aged 24–38 in Mumbai, Pune and Bengaluru
said “glow that lasts the whole festive day” mattered more than “anti-ageing”
competitor ads used the same white-bathroom look, so a warm, festive world stood out
Key insightWomen weren’t buying vitamin C. They were buying the confidence of looking fresh through every festive day, from morning puja to the last photo.
The brand we built
Warm, honest, celebratory. Never clinical, never “fix your flaws”.
The campaign
in pictures.
Key visuals, product shots and outdoor creative built for Lume Skin, all in one brand look.
Lume Skin is a sample brand Amax created to show how we take a business from research to launch.
Glow that lasts all festive season.
Warm, honest, celebratory. One line that runs through every ad, post and billboard.
How we sold it
Festive world, real skin
We built every visual around marigolds, brass and evening light with unretouched skin texture, so ads felt like a moment, not a lab.
Hooks from real words
Top-performing review phrases became 30+ ad hooks, like “compliments before I reached the party”.
Weekly creative sprints
Our AI studio shipped 12–15 new variations every week; the bottom third was paused every Monday.
Shot by shot
The 15-second product ad, planned frame by frame before a single shot was made.
Close-up: she holds the Lume bottle to her cheek and smiles at camera. Text: “The one step before every festive photo.”
Quick cut: tired skin under harsh bathroom light, phone camera flash.
Macro of the gold dropper releasing one drop; serum glides on skin.
Before/after in the same bright light, 14 days apart. “Dermat-tested.”
Festive morning with friends; her skin looks fresh in daylight.
Bottle on a clean white set with marigold petals. “Festive 30% off. Ends Sunday.” Shop now.
The finished commercial
A 12-second spot made for TV, YouTube and Reels, with the same idea carried onto outdoor billboards.
Where it ran
- TV & YouTube pre-roll (12s and 6s cut-downs)
- Instagram & Facebook Reels (9:16)
- Outdoor billboards & bus shelters
- Retargeting statics from the same shoot
What it achieved
Sample case: fictional brand and illustrative results, shown to explain how we work.
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