Lycored’s campaign to promote the benefits of ingestible skincare through holistic wellness has triumphed at the Glossy Beauty Awards after challenging traditional ideas around beauty through positive messaging
The international wellness brand secured the Best Product, Category or Sub-Brand Launch Campaign prize for its ‘Pops of Positivity’ and ‘Letters of Love’ initiatives.
‘Pops of Positivity’ are engaging everyday wellness activities delivered through Lycored’s littleglow app.
Users receive exercises focusing on Mind, Body or Spirit, helping them cultivate a holistic approach to beauty, health and happiness and an understanding of how they collectively contribute to wellness.
The app built on the success of the company’s ongoing ‘Letters of Love’ campaign, which encourages people to exercise self-love by sending themselves a letter.
Announcing the award, Glossy praised the campaign for challenging “traditional notions of beauty” and said: “The brand promoted Pops of Positivity through its new wellness app, littleglow, and brought Pops to life at live events by creating letter-writing stations encouraging visitors to write themselves a love note."
"The Lycored team then mailed the letter to the writer when they least expected it. Affirmation is always a welcome message.”
Zev Ziegler, Head of Global Brand and Marketing, Health, at Lycored, said: “We’re delighted to win this award, which is a sign of the growing appreciation for ingestible skincare as part of an all-encompassing approach to beauty, health and happiness."
"The concept of beauty from within can resonate with anyone, and this campaign was all about helping consumers from across the world find their inner glow. We wanted to spark journeys of self-discovery and promote the concept that beauty and wellness go hand in hand.”
A recent clinical study showed that Lycoderm — Lycored’s proprietary blend of tomato phytonutrients and rosemary leaf — benefits overall skin condition as well as visibly boosting radiance and reducing the appearance of lines and wrinkles.