PROJET · STRATÉGIE SOCIAL MEDIA
Lumaé — clean beauty, without the copy-paste voice
Lumaé is a social media concept for an organic skincare brand that wants to feel soft, credible and premium — without blending into the same glow-clean-natural-routine blur.
The goal: build a brand voice that can talk about skin, care, rituals and values in a way that feels calm, useful and recognisable. No miracle claims. No beauty guilt trip. No beige content that politely disappears into the feed.
THE STARTING POINT
Soft, but not forgettable
Beauty content can get samey fast.
Clean. Natural. Glow. Ritual. Essential. Repeat until every brand starts sounding like it was briefed by the same Pinterest board.
Lumaé needed something gentler, but sharper too: a social media world with enough softness to fit skincare, and enough point of view to be remembered.
The brief
Shape an Instagram and LinkedIn editorial direction for an organic skincare brand ready to move past the usual clean beauty language — while still feeling accessible, trustworthy and desirable.
What needed to work
- Make the brand voice easier to recognise.
- Build content pillars that could last beyond a few pretty posts.
- Create useful, gentle, engaging content without sounding preachy, pushy or painfully polished.
EDITORIAL DIRECTION
The angle: care over correction
Lumaé is not here to promise a new face by Friday.
The brand needed a calmer way to talk about skincare: content that informs without overwhelming, reassures without infantilising, and makes care feel like something you can bring into your day — not another standard to fail at.
Less “fix your skin”.
More “listen to it properly”.
Rituals that fit real life
Everyday gestures, realistic routines and small moments of care that do not require becoming a completely different person by Monday morning.
Skincare, plainly spoken
Clear explanations about ingredients, textures, skin needs and useful habits — without cosmetic jargon or panic dressed up as advice.
No fixing, no shaming
A softer way to talk about beauty: less correction, less pressure, more comfort, consistency and attention to what the skin is actually saying.
Trust without the megaphone
Proof points that build credibility quietly: ingredients, commitments, production choices, usage tips and enough transparency to feel solid without shouting.
CONTENT IDEAS
Posts people might save, share, or quietly feel seen by
Before asking people to buy, Lumaé needs to give them a reason to stay.
The content should feel useful, sensitive and easy to come back to — the kind of posts that build familiarity first, and preference later.
Format : Instagram carousel
Title :
Things your skin does not need to hear
Angle :
A reassurance-led carousel about beauty pressure, designed to make the reader feel understood while setting the tone for a calmer skincare brand.
Hook :
Your skin is not a project plan.
Format: Educational post
Title :
The case for a simpler routine
Angle :
A useful post showing that effective skincare is not always about adding more products. Sometimes, it is about understanding what your skin is already asking for.
Hook :
Your bathroom cabinet does not need to audition as a lab.
Format: Brand storytelling
Title :
Skincare as a small check-in with yourself
Angle :
A more sensory post about texture, gesture, application and the quiet place skincare can take in an ordinary day.
Hook :
Some nights, moisturising is less about skin and more about getting a little of the day back.
EXEMPLE DE CAPTION INSTAGRAM
Ce que votre peau n’a pas besoin d’entendre
Votre peau n’a pas besoin qu’on lui parle comme à un projet à optimiser.
Elle n’a pas besoin d’être “corrigée” à chaque variation, “réparée” à chaque imperfection, “transformée” à chaque nouvelle saison.
Parfois, elle a surtout besoin qu’on l’écoute un peu mieux.
Un soin peut être efficace sans promettre une métamorphose. Une routine peut être sérieuse sans devenir une liste de tâches. Et prendre soin de soi ne devrait pas ressembler à une nouvelle performance à réussir.
Chez Lumaé, on croit aux gestes simples, aux textures qui réconfortent, aux formules qui accompagnent la peau au lieu de lui faire la guerre.
Pas pour tout changer.
Juste pour retrouver un peu de douceur dans la manière de se regarder.
WHAT THIS PROJECT SHOWS
A gentle brand voice can still have a spine
With Lumaé, the point was to create a social media presence that feels calm, clear and sensitive — but still specific enough to be used, recognised and remembered.
Soft does not have to mean generic. Gentle does not have to mean forgettable.
Social media direction
Content pillars, post formats and editorial angles designed to give the brand something stronger than a pretty feed.
Brand voice
A calm, warm and recognisable voice that avoids the usual wellness mush and clean beauty clichés.
Copywriting
Hooks, captions and content angles that catch attention without overpromising, guilt-tripping or manufacturing urgency.
Brand content
Turning product benefits into an editorial world: rituals, gestures, trust, education and small moments of everyday care.
NEED A BRAND VOICE THAT FEELS LIKE YOURS?
Ready to give your brand a voice people can pick out of the scroll ?
I can help shape your editorial direction, find the tone that fits, and turn your ideas into content that feels clear, useful and easy to use across channels.