Sharona Antonipillai

LumiMa Skincare

LumiMa is a skincare line targeted towards mature skin. The target market is women, specifically mature as my brand containsingredients with stronger chemicals meant for tougher, rougher aged skin. Women in their 35+ years of age look to taking better care of their skin in efforts to reverse the aging of their skin. Sunscreen is the main ingredient in taking care of skin from damage so this is an easy one application women canlook into as a single purchase into benefitting their skin.After doing some research I discovered the more a person ages the less likely they areto wear sun screen. The purpose of my brand is it looks beyond a cosmetic purpose, but for the protection of the skins barrier for diseases as well. The skin is more vulnerable to dangers that can develop,especially as we look toward stronger UV-rays by the year from global warming.As we grow towards reneawable energy sources, my brand is inspired by the solar powered lighting as thescientific formula acts as a protective barrier such as the solar powered panels to reflect a radiance that bounces off the skin as it protects against the UV Rays from further damaging.When considering my brand personality, I wanted it to consist of traits you would find whenlooking up at someone. Someone you confide in, depend on in dark times, let yourself bevulnerable to because you feel protected. It’s loud because it’s to stand as a daily reminder to not beneglected, as it’s important to be used everyday. It’s serious because it holds no gimmicks as it’s built on trust. It’s simple because it has one job and that is to protect your skins barrier from harsh radiationsfrom the sun.My brand essence is Seriously Safe and Supple. My brand likes to focus on being a provider and giving a sense of security through hydration.I decided upon LumiMa as it stood out the most to me for a brand name. The “Lumi” carries out the idea of light and the “Ma” gives off the sense of dependable and mother from my brand personality.