“Achieving international growth in the cosmetics industry requires not only strong product development activity but also good partners. VTT Technical Research Centre of Finland is a natural and preferred partner for us because, among other things, they have innovative know-how for utilising northern berries using the latest technology,” says Tapio Pajuharju, Lumene’s CEO.
The cloudberry’s stem cell extract contains about ten times more flavanols, nature’s powerful antioxidants, than fresh cloudberries. Antioxidants help to protect skin against external factors that cause ageing. The extract also promotes the formation of collagen in the skin.
Lumene has pioneered the use of northern raw materials in the cosmetics industry. Lumene has been using natural raw materials from the North since 1996 and berries took a central role in the products during the early 2000s.
Targeting women over 30, the Lumene Excellent Future skincare products will first be on sale in Finland and Sweden during the spring, followed by Russia. The products will be launched in the United States in autumn 2012.
According to Pajuharju the launch campaign will be big. “Print media, PR activities, social media, store advertising.”
“Of course this new technology plays a central role in the marketing communications,” says Pajuharju. Lumene’s advertising is produced by the Swedish advertising agency Grow.