{
  "slug": "lume",
  "name": "Lume",
  "website": "https://lumedeodorant.com",
  "category": "personal-care",
  "angles": [
    "reframing"
  ],
  "thesis": "Expand deodorant positioning from a single body area to a broader routine.",
  "question": "Check usage instructions and distinguish cosmetic positioning from medical claims.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Expand deodorant positioning from a single body area to a broader routine.",
  "audit": [
    "Check usage instructions and distinguish cosmetic positioning from medical claims.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://lumedeodorant.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Looking for a Whole Body Deodorant for women? Choose from Solid Stick, Cream Tube, and Spray Deodorants.…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}