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Perfect Fools appointed as Lumene’s first digital agency

GLOBAL – Cosmetics brand Lumene has appointed hasan & partners Group’s digital agency Perfect Fools to lead its global expansion.

The win represents a joint success for hasan & partners and Perfect Fools, who joined forces in Spring 2014. The task will be led by Perfect Fools in Stockholm, with the team working closely with colleagues from hasan & partners’ Helsinki office.

Together the two agencies will help Lumene expand its digital presence in key markets such as US, Russia and Asia, kick-starting a vibrant conversation with consumers. The initial brief is to develop a digital platform that highlights both the Lumene brand and its cosmetics and skin care products.


Founded in 1970, Lumene is a traditional Finnish cosmetics and skin care brand that celebrates the powers of pure ingredients such as Arctic blueberries, cloudberries and rosehips in combination with the latest technology.

The company currently has an active presence in Scandinavia, Russia and the US, in addition to its market leadership in both cosmetics and skincare in Finland. More than 50 percent of sales are now from outside its home market.

Patrick Gardner, chief executive of Perfect Fools, said: “Lumene has a long and proud history of making high-quality cosmetics and skincare products. We will develop the brand internationally on digital platforms in markets as diverse as the US and Russia. We are really excited to find innovative ways to challenge the big players of the beauty world.”

Susanna Takkunen, vice-president of marketing of Lumene: “The people of Finland have known about the power of Arctic ingredients for more than 40 years and we’ve slowly expanded that footprint in recent times. Working with Perfect Fools and hasan & partners, we aim to accelerate our global growth by making Lumene stand out in digital as well.”

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