Lycored has won a prestigious marketing award for its campaigns to inspire inclusive ideas of beauty, self-love and wellness during lockdown
Throughout the pandemic, Lycored carried out a series of initiatives to promote holistic views of beauty and wellness, and raise awareness of ingestible skincare.
They were designed to both drive B2B interest in the company’s carotenoid range and to engage with consumers. In 2020 Lycored announced that it was more than doubling its lycopene production to meet demand.
Lycored has now received the award for B2B Brand Team of the Year at the 2022 Drum Awards for Marketing, which reward the most effective marketing campaigns from around the world. Other winners this year include Guinness and the North Face.
Combining both online and offline experiential approaches, Lycored’s activities during lockdown included
Zev Ziegler, Head of Global Brand at Lycored, said: “Lockdown was an extraordinary time, and it inspired us to try many new approaches. We wanted to nourish emotional connections and promote caring in a time of isolation, but also to disrupt some of the conventional thinking in the health, nutrition and beauty industries. We grounded our marketing and communications in a wrapper of real human connection, transparency and playful inspiration.”
He added: “Lycored has an amazing team, which totally deserves to have its efforts during the pandemic recognised. We’re so proud to receive this prestigious marketing award and to see Lycored mentioned alongside some of the biggest brand names in the world.”
The awards were judged by a powerhouse panel of marketing leaders, including Lex Bradshaw-Zanger from L’Oreal and Sanyu Dillon from Penguin Random House.
The winners were announced in London on 15 June.
Lycored’s wellness extracts include carefully calibrated oleoresins of natural tomato nutrients and antioxidants optimised to work synergistically and offer proven benefits for beauty and skin wellness.