CPG & Grocery

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
By T.L. Stanley

December 3, 2020

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

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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