The Daily Detox Of Your Dreams.

My Idea: As a minimalist and skincare nerd, I connected with Lumin’s clean design. The goal was to match that language that reflect the reader’s intelligence when it comes to skincare — no fluff. Just clear, calm confidence.

The Tone As the Copywriter for this Spec Ad, I rewrote and crafted a compelling product description for Lumin’s Charcoal Face Wash. My focus was on showcasing Lumin’s innovative approach to solving men’s skincare issues with smart, simple solutions. I tailored the copy specifically to Lumin’s audience of urban, millennial men who seek good skin without being concerned with complicated skincare routines. I was able to accomplish the copy through leveraging social media to deliver a clear and engaging message to show that a grooming brand doesn’t talk down to men.