Case Lumene Natural Code

Launch of a New Product Line Created Buzz in Social Media


Lumene Group develops, manufacturers, markets and sells high-quality skin care and color cosmetics as well as hair cosmetics. The company’s products are developed and manufactured in Finland, which is the company’s main market along with Russia, the United States, Scandinavia and the Baltic States. The most important export item is the cosmetics brand Lumene.

Media agency Vizeum Finland conducted a study for a Finnish skin and hair cosmetics producer Lumene concerning the launch of Lumene’s new product line Natural Code. The purpose of the study was to see if the launch had raised attention in social media. The study was conducted as a Social Media Scan research, which was based on the Internet discussion analysis of Whitevector’s Chat Reports service.

The aim was to see if the launch had raised interest within Natural Code’s main target group, young women. For Lumene, it was important to know, if the members of the target group were aware of the new product line, what they said about the new products, and how interested they were in them. Thus, the main topics of the study were the new Lumene Natural Code product line, the products of the line, the old replaced Anytime brand, the main competing cosmetics brands in the young women’s segment, and different product features and categories.

The study revealed that the discussions were lively within the main target group right after the launch. Additionally, Natural Code received quickly a clear position in relation to the competitors. Vizeum’s Research Manager Hanna Vestola says that there were clear seasonal changes in the discussions: “During the midsummer and as the schools started in August, there was the largest number of cosmetics related discussions going on.”

The results of the study reveal that the launch was successful, and ideas and guidelines for up-coming campaigns were identified as well. Lumene’s Marketing Manager Päivi Korteniemi says: “With the help of the study it was possible to measure and analyze the effectiveness of the campaign according to the discussion volumes and their nature. Additionally, we were able to see what kind of feedback was given for single marketing acts. The results are also useful when planning new campaigns in the future.”


Discussion shares of the leading make up brands in the young women in segment in Finland from August to mid October. Natural Code and Anytime represented 43 percent of the Internet discussions.


Lumene Natural Code gained in early September a clear position in the cosmetics discussions.