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Lumea From Equal Strategy – A Bright New Way Of Illuminating Food & Beverage Brands

April 2008

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Everyone loves to dine by candlelight, so creating the right ambience through low-key mood illumination is the key to success in the Food & Beverage industry. But normally this is only achieved at some cost to safety and convenience when conventional mood lighting methods are used.

But now, Equal Strategy announces the introduction of Lumea, a new ambient lighting solution which adds the new colour of vision/illumination to the sensory palette of “music” and “fragrance” already on offer from the Singapore-based consultancy as the means of creating powerful Food & Beverage brands.

Lumea is an attractive range of patented liquid wax candle lamps which enable restaurateurs and hoteliers to create mood and ambience with none of the attendant safety and clean up issues of ordinary wax or tea light candles. The soft glow of Lumea Candle Lamps provide the right lighting effect with the feeling of warmth and cosiness and is a pleasant complement to any dinner table.

Designed for maximum safety, convenience and staff productivity, Lumea’s liquid wax cartridges, housed in their wide range of exclusive lamp and burner designs, are safe, long-burning, low maintenance, non-drip and smoke-free alternatives to wax candles.

Sensory brand guru Simon A. Faure-Field explained the range of benefits which Lumea offers to owners/managers and service staff of F&B businesses: “The advantages of Lumea are manifold: money-saving, increased profitability, better staff productivity and of course enhanced safety. At last, we are providing a more sophisticated, more reliable solution to ambient lighting needs that offers all of the benefits of mood lighting with absolutely none of the drawbacks”.

“Lumea Candle Lamps burn for approximately 40 hours, so the labour cost of frequent lighting by table waiting staff, as well as the cost of clearing up spilt candle wax, can be considerably reduced. The cost per hour of burning Lumea Candle Lamps is therefore lower than that of using most wax candles,” explains Faure-Field.

Aside from cost benefit savings, safety is a paramount advantage of Lumea. A CBS News Report four years ago pointed to candles as being the cause of 190 fatalities and 1,500 injuries in fire-related incidents across the country in just one year alone. Experts attributed the rise of such cases to the 700% percent increase in candle sales over the previous decade.

The most common mistakes people make when burning candles is to place them near flammable objects. In a restaurant, diners might unwittingly hold their menu over or near a naked flame, creating a fire hazard. With Lumea this cannot arise due to the inherently fire-retardant nature of the product.

All Lumea Candle Lamps comply with the Uniform Fire Code (UFC) 2006 of the USA National Fire Prevention Association. This includes tests for stability, thermal shock and flammability if objects are accidentally placed on top of the lamps. Unlike wax candles, Lumea Candle Lamps never smoke, drip or smell and they immediately go out if knocked over.

Equal Strategy will officially roll out the new Lumea service offering at Food & Hotel Asia 2008 which runs from 22-25th April at the Singapore Expo.

Faure-Field’s company Equal Strategy works with major hotel and hospitality chains across Asia to implement sensory and environmental brand solutions. His clients include Westin, Starwood, Pan Pacific, Marriott and boutique properties like M Hotel and Naumi.

“We are already involved in providing sensory solutions to hotel properties’ Food & Beverage outlets,” said Faure-Field, “So providing ambient lighting solutions too is a natural complement to our other sensory branding work in the areas of “music” and “fragrance”. We see Lumea as a huge potential growth area as restaurant owners see the productivity and safety benefits involved in switching to a more sophisticated alternative.”

About Equal Strategy

Equal Strategy delivers “music”, “fragrance” and “recorded telephone messages on hold” to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more! Equal Strategy is the only company in Asia that specialises in deploying “music” and “fragrance” solutions to business where the two senses are stimulated in synergy with each other. Sound and smell deliver stimuli directly to the memory centres of the brain, influencing behaviour and creating suggestion at both the conscious and unconscious levels. Decades of behavioural research into the habits of consumers has found that “consumer arousal” can be either stimulated or suppressed through the use of mood settings like music and fragrance.

For more information:

www.equalstrategy.com

Media Relations

Simon Faure-Field, Tel: +65 6338 6223

Email: pr@equalstrategy.com

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