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Imagine this…

Over the years, you’ve become more health-conscious, moving away from traditional aluminum-filled deodorants.

But you’re beginning to believe that finding a natural deodorant that works is right up there with locating the Loch Ness Monster.

One problem is that many natural deodorants use baking soda—an ingredient that’s white as snow (which is a problem for your favorite black t-shirts).

To make matters worse, you usually end up smelling like you run an onion farm at the end of the day. No bueno.

But just as you’re about to give up and limp back to a traditional deodorant, you spot a new recommendation on a clean-beauty blog: Lumē.

“Worth a shot,” you think with little hope as you click over to Lumē’s site and see what allegedly makes this different.

Unlike many other natural deodorants, it’s baking-soda-free *and* claims to fight odor-causing bacteria at the source.

Plus, you can use it anywhere—“pits, privates, and beyond.”

After scrolling through the website for five more minutes, you order Lumē’s unscented cream deodorant.

After being let down by so many different natural deodorants, what compelled you to try this one?

In today’s special edition of Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.

This week we’re diving into Lumē—the company that revolutionized how we think of *and* deal with body odor—everywhere.

Let’s get into it.
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🤑 A Look Inside Lumē

Many patients came to see Dr. Shannon Klingman, an OB/GYN, with an embarrassing issue…

Body odor (especially *down there*).

But unlike other doctors who thought body odor was an internal issue and prescribed antibiotics to treat it, she spent 10 years developing a real solution.

Through clinical testing, she discovered most body odor was caused by bacteria *on the skin* that “digested” fluid (e.g., sweat).

And it wasn’t limited to the pelvic area.

That same bacteria was the culprit of foul smells everywhere—from underarms to feet.

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So Dr. Klingman used a blend of skin-friendly ingredients, including mandelic acid, designed to help neutralize the skin’s pH and reduce the development of odor-causing bacteria—all without leaving white stains on your clothing.

And just ~4 years after creating this line of natural, whole-body deodorants, Lumē was acquired by Harry’s: a top personal-care brand.
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🧠 How Lumē Uses Buyer Psychology

Lumē isn’t just a science-based product. They use science-backed marketing techniques to turn stink into sales.

Here are some fresh (hehe) ideas worth grabbing:

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​Authority Bias + Labor Illusion

Lumē wasn’t created by just any medical doctor.

It was developed by an OB/GYN who listened to the frustrating problem her patients dealt with and went the extra mile to solve it.

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This stamp of authority positions Lumē as more than just another natural deodorant—it’s a medically backed product that buyers are more likely to trust.

Then Lumē links authority with the Labor Illusion by telling customers this deodorant took 10 years to develop. This is extra smart because the longer something takes to create, the higher its perceived value.

Humor

Lumē had the same problem Squatty Potty had: Their product solved an embarrassing problem most people didn’t want to talk about outside of a doctor’s office.

So Lumē’s ads use no-nonsense humor to break down that barrier of embarrassment while also being educational.

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This lighthearted approach helps customers feel more comfortable by signaling “This isn’t something to be ashamed about—everyone has body odor.”

(P.S. Their *ahem* unconventional marketing also taps into Pattern Interrupt, making Lumē pretty darn hard to ignore.)

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​Framing

A common, misguided belief is that deodorant should transform B.O. into a pleasant smell.

So Lumē reframed that belief by helping people realize you shouldn’t cover up odor—you need to block it at the source.

By tapping into customers’ painful problem (many deodorants only temporarily mask B.O.), they framed their unique mandelic-acid deodorant as the must-have solution.

(And yes, the “clinically proven to control odor for 72 hours” statement adds an extra dose of credibility.)
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🤔 Thinking About Your Business

Lumē fast-tracked their success and was acquired in ~4 years. Take their marketing brilliance and apply it to your business so *you* come out smelling like a rose, too.

Ask yourself…

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Q: How are you showcasing your authority *and* labor?

Have you been a marketer for 7 years? Add that to your bio. Wrapping up a copywriting project? Sprinkle brief notes in the Google Doc to explain your rationale, which highlights the expertise and time you poured into nailing the job. Always find ways to showcase the effort and/or expertise behind what you offer.

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Q: How can you use humor to help your customers overcome their objections?

Lumē used relatable humor to ease customers’ top objection: embarrassment. How can you interject humor into your marketing to help customers move past the top doubt that’s holding them back from buying from you?

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Q: Is your product framed as a must-have solution or a nice-to-have?

If your product is framed as a nice-to-have (AKA a vitamin), sales will often trickle in. It’s only when you understand customers’ painful problems and provide a way to kill those pains that your product becomes framed as the must-have solution (AKA a painkiller).
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💥 The Short of It

A painful problem can become a recipe for success when you take the time to effectively talk with (not to) your buyers and listen to their pains and needs like Dr. Klingman did with her patients.
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Then you can craft a product that solves their painful problem and helps them have a better life—all while driving your sales.

Until next time, happy selling!