Lumaé
LumaTint Glow Drops
A customizable liquid highlighter-serum hybrid that uses smart pigment technology to adapt
to different skin tones. It delivers a radiant glow while offering hydrating skincare benefits.
Brand Name:
Lumaé – Inspired by the word “luminous,” symbolizing radiant, glowing skin with a soft,
premium tone.
Product Features and Unique Selling Proposition (USP):
• Smart Pigment Technology: Adjusts to undertones from fair to deep complexions
• 2-in-1 Formula: Liquid highlighter and hydrating serum
• Clean Beauty Certified: Vegan, cruelty-free, free of parabens and sulfates
• Sustainable Packaging: Refillable glass bottles with compostable outer packaging
• Lightweight and Buildable: Suitable for natural or glam makeup looks
USP Statement:
"The world’s first smart-glow serum that adapts to your skin — skincare meets self-
expression."
Pricing Strategy:
• $32 USD per 30ml bottle (Premium yet accessible)
• $24 USD for refill packs
• $18 USD for a trial pack (3 tones x 5ml mini vials)
Pricing Approach:
Penetration pricing during launch phase with influencer-driven promotions and subscription
refill options to encourage brand loyalty.
Break-even analysis for LumaTint Glow Drops based on estimated production and pricing:
📌 Key Financial Assumptions:
• Fixed Costs: $50,000
• Selling Price per Unit: $32
• Variable Cost per Unit: $10
• Break-even Point: ~2,273 units
🧾 Interpretation of the Graph:
• The blue line represents total revenue as units are sold.
• The red line shows the total cost (fixed + variable).
• The intersection point (~2,273 units) is where total revenue equals total cost —
your break-even point.
• Selling more than this number of units will generate profit, while selling fewer leads
to loss.
Channel of Distribution:
Multi-Channel Strategy:
1. Direct-to-Consumer (D2C) via official brand website and mobile app
2. E-commerce Platforms: Sephora, Ulta Beauty, Amazon
3. Selective Retail Distribution: Eco-conscious beauty stores and boutique salons
Reasons for Choosing This Distribution Strategy:
• D2C offers full control over brand experience and consumer data
• E-commerce platforms offer scalability and broad access to the target audience
• Selective retail presence builds brand prestige and allows tactile experience of the
product
Advertising Campaign:
Campaign Name: “Glow In Your Shade”
Slogan:
"Your skin. Your glow. One drop does it all."
Campaign Elements:
• Influencer Collaborations: Partner with a diverse set of beauty creators across
platforms like TikTok, Instagram, and YouTube
• TikTok Challenge: #GlowDropChallenge – showcasing the serum’s ability to adjust
to different skin tones in real time
• Instagram AR Filter: Allow users to virtually try the glow effect using augmented
reality
• Launch Video: A 30-second cinematic film featuring women of various ethnicities
applying the drops in everyday and event settings
• Outdoor and Print Ads: Strategic placement in beauty and fashion districts, focusing
on sustainability, inclusivity, and innovation
Target Overseas Market: South Korea
Reasons for Selection:
• Strong demand for skincare-first beauty products
• Consumer openness to high-tech, hybrid products
• Influential beauty culture with global spillover
Route to Enter Global Market: Joint Venture or Strategic Partnership with a local
Korean beauty distributor or retailer (e.g., Olive Young)
Why This Route:
• Allows local expertise and insight into consumer preferences
• Shared risk and faster market penetration
• Access to established retail channels and regulatory guidance
Opportunities:
• Aligns with Korean beauty trends like "glass skin"
• High receptiveness to clean, sustainable beauty
• Possible expansion to other APAC markets from Korea
Challenges:
• Highly competitive and saturated cosmetics market
• Language and cultural adaptation requirements
• Navigating product registration and ingredient regulations
