In the case of Maren, Lume was recommended by a fellow member of the community.
Customer stories can generate an emotional response from readers and showcase how effective products are. Lume, a deodorant company, shared a video about Maren, a young girl born with a rare and fatal metabolic disease. Her life saving medication also had the unfortunate side effect of creating a fish like smell. Rare diseases like this rarely get the proper funding, leaving many parents unsure of what steps to take to help their children. In the case of Maren, Lume was recommended by a fellow member of the community. It was able to dissolve the odor, giving Maren a chance at a normal life. Stories like this, that focus on the consumer instead of the brand can help create real connections between people and the product. Additionally, it adds credibility to the authenticity of the company.