DTC Deodorant Brand Lume Just Made Its Own Version of a Hallmark Christmas Movie

Viral creators the Harmon Brothers spin a seasonal tale of surprise love

Can a small-town underdog teach a 'Big Deodorant' exec the error of his ways? Lume

A buttoned-up executive for a corporate behemoth sweeps into a quaint, mountain town with plans to shutter and demolish a family-owned store.

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@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.