Lumene clears the decks.

The private equity owners of Finnish skin care and color cosmetics brand, Lumene, have recently been tidying up the brand's holding company. They have taken out the janitorial cleaning business which came with their original purchase of the Lumene group, and made it into a separate standalone company. This would certainly make any sale of Lumene easier--they have held the company since 2003--although the Nordic professional haircare subsidiary, Cutrin, would still probably need to be sold on to a local buyer.

Lumene's special relationship with CVS has stood it in good stead, based on the brand's innovative product line and unique Finnish natural ingredients, and CVS's skilful merchandising. Whereas the more ordinary Isadora color cosmetics brand from Sweden has seemingly paid the price of being simply too "me-too" in Walgreens, and has recently disappeared from the shelves. But nevertheless, it does look as if Lumene may have reached the stage in the U.S. when expensive national advertising is needed to take it to the next level.

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