Lumo Skin
Glow, minus the fuss.
The challenge
Lumo had a small range of well-made products and a feed that looked like five different brands. Every post used a new font, a new filter and a new kind of caption.
The founder was making content on her own, late at night, with no plan. She did not need more ideas. She needed a system that made posting easy and made Lumo easy to recognise.
A new skincare brand with great products and an empty, inconsistent Instagram.
A content system, not random posts: three repeating formats (routine, ingredient, real result) that are fast to make and easy to recognise.
- Social templates
- Monthly content calendar
- Short-form video edits
- Community replies guide
People trust skincare they can see working on real skin, again and again, in the same calm format.
The strategy
The products were good, but the feed changed style every week, so nobody could recognise a Lumo post. We designed three repeating formats: a routine post, an ingredient post and a real-result post, each with its own template.
With templates in place, a month of content can be planned in one session and filmed in one day. Short videos turn each routine into a reel, and a simple replies guide keeps the tone the same in comments and DMs.
The reel
A vertical reel made for Lumo Skin, built to work on mute: the hook lands in the first second, captions carry the message and the end loops back to the start.
Video and creator services
What success looks like.
The targets this plan is built around, and how we would track each one.
A feed people recognise
Every post fits one of three formats, so it looks like Lumo before the name shows.
Less time per post
A month planned in one session and filmed in one day.
More saves and shares
Routine and ingredient posts are made to be saved for later.
Let’s build something bold.
Tell us what you are working on. We reply within one working day.