Lumē Deodorant Turns Customer Reviews Into Joyful Music Videos

Lumē Deodorant, a doctor-developed personal care brand, has launched its first brand campaign, 'Odor Free Yourself', which celebrates the confidence and freedom that comes from whole body odour control.

Created in partnership with agency MIRIMAR, the campaign reinterprets actual customer reviews - representative of more than 300,000 five-star reviews - as three original tracks: 'Under the Tatas,' 'Down There,' and 'Random Body Changes.' Each is visualised by a different illustrator and performed by live session musicians. The result is a collection of bespoke music videos built entirely from real customer voices, highlighting lived experiences and the solutions that support them.

Deemed too bold for broadcast, the campaign was rejected by networks due to perceived explicit language and will instead roll out across TikTok, Meta, and YouTube, embracing a social-first approach. In line with Lumē's mission to normalise conversations around topics once considered uncomfortable or taboo, the campaign destigmatises these topics by bringing discussions of perimenopause, vaginal odour, and under-boob odour into the open, positioning them as natural, everyday bodily experiences.

"Breaking down the stigma around body odour has always been core to Lumē," said Amy Calhoun Robb, chief marketing officer at Lumē. "This campaign is built directly from the voices of our customers. Our goal was to honour what they actually say and experience, and turn that honesty into something creative, expressive, and shareable."

The lyrics are drawn verbatim from customer testimonials, while distinct animation styles reflect the diversity of Lumē's customer base - different aesthetics for different stories, all grounded in the same unflinching honesty. 'Under the Tatas' celebrates boob sweat with the energy of a pop anthem. 'Down There' turns intimate confidence into a love song, complete with a boyfriend who 'can't get enough.' 'Random Body Changes' soundtracks the menopausal journey with the raw frustration and relief of hormonal shifts.

"You can't say 'boobs' on TV in 2026? Fine. We'll say it everywhere else," said Stephanie Theil, managing director of MIRIMAR. "Hundreds of thousands of women told us Lumē changed how they move through the world. Our job was to honour that voice - not sanitise it."

Each track was composed by Little Beast, performed by live session musicians, and recorded at Swan Dive Sound. Visual production was led by London studio Pocko, with three illustrators bringing the songs to life in distinct styles: Simon Landrein's colourful, playful 'Under the Tatas,' Chubby Nida's bold, unapologetic 'Down There,' and Sawako Kabuki's cinematic 'Random Body Changes.'

'Odor Free Yourself' marks the third collaboration between Lumē's parent company, Mammoth Brands, and MIRIMAR, following successful campaigns for Flamingo (women's hair removal) and Mando (men's deodorant). Like those partnerships, this work refuses to soften the language women actually use when talking about their bodies.

The campaign rolls out across TikTok, Meta, and YouTube with three 30-second films and supporting cutdowns, encouraging viewers to shed odour and self-doubt once and for all.