lujo bar

Innovation in Self-Care — Shower Steamers

Lujo bar is an artisanal, minority- and women-owned bath and body brand handcrafted in small batches by Ivonne Padilla and her team in New Haven, Connecticut. MSLK was tasked to revamp their packaging and establish a digital marketing plan that leverages their new brand equities and assets.

  • Brand Strategy
  • Brand Story
  • Brand Audit
  • Copywriting
  • Google PPC Advertising
  • Off-page Organic SEO
  • Packaging Rebrand
  • Packaging Design
  • Photo Art Direction
  • Social Media Campaigns
  • SEO Keyword Strategy
  • Strategic Digital Marketing


Lujo bar is on a mission to shower the world with love, and sought to ensure that their commitment to sustainability was reflected in their packaging. MSLK helped the brand move away from the existing plastic inner and outer packaging to a paper-based system using recyclable and sustainable materials.


Many design directions were explored, each dialing up different aspects of the brand story from ingredient focused, to a gift, ready to give. Ultimately, the concept of an “experiential” package reflecting the circular shape of the steamer itself and the way scent wafts through the air became a client favorite for its visual impact and soothing palette.

Each side of the packaging features rich information touting the brand story, ingredient benefits, and die cut holes for customers to inhale the scent, enhancing the steamers’ sustainable and giftable experience.

A new logo for the brand reflects the circles from the steamers as well as the clean, modern feel of the packaging. 


Online, MSLK worked hard to optimize the shopping experience around owning all organic search queries for shower steamers as well as optimizing ads to capture users looking for self-care products and educating them on “What is a shower steamer?” The results were fruitful. 

Immediately after the brand repositioning and redesign, the client received their largest order to date.  

“I feel so grateful to have been put in the hands of the MSLK team. What an amazing experience it has been. When I reflect on the past year, so much of how Lujo Bar has grown is rooted in the work we have done together. You all have championed my vision and graciously schooled me on necessary components of brand building for retail success. MSLK’s SEO work and packaging redesign helped us get found by AllTrue and receive the largest order in our company’s history! I’m very proud of what we’ve made and can’t wait to share it with the world!”
– Ivonne Padilla, Founder