How Lycored nourished its natural connections through a global shutdown

By Awards Analyst | The Drum Awards

June 15, 2022 | 3 min read

Lycored was awarded as B2B Brand Team of the Year at The Drum Awards for Marketing 2022 for Nourishing Connections. Here, we find out why...

Lycored was founded to cultivate wellness through natural, plant-based supplements and an approach rooted in scientific research paired with a holistic balance of physical, mental and emotional health.

Over the past 12 months, quarantines and a recession offered incredible opportunities for Lycored to get creative and put its mission to the test.

The brief

While skin health is traditionally seen in the beauty industry as purely an external expression of wellness, Lycored believed in taking a more holistic view and understanding that truly healthy, glowing skin comes from the inside.

Following its 2021 study on ingestible skincare, Lycored wanted to double down on its ongoing journey to help rethink beauty and ’spread the glow’.

The idea

Lycored encouraged thousands to do that through ’Pops of Positivity’ via its newly refreshed wellness app, Littleglow. To promote it, they teamed with a group of extreme athletes to make a film capturing their preparation rituals and the mental strength they mustered to achieve the first-ever high wire walk beneath the glow of the aurora on a remote mountain in Norway.

And for those in the modeling industry, during New York Fashion Week Lycored teamed up with makeup artists including Maybelline’s Erin Parsons to offer extra encouragement to models about to take the runway.

With the help of their virtual fashion communities who couldn’t attend their socially distanced events, it penned mood-lifting notes of wisdom, inspiration and positivity that Lycolored safely and anonymously delivered backstage during the Christian Siriano live show.

As the pandemic continued, Lycored looked for more ways to help people stay grounded and it teamed up with world-class athletes, such as Olympic snowboarder Louis Vito, and with virtual communities to write anonymous notes of encouragement that were displayed in person at the GoPro Mountain Games to support athletes and adventurers reaching for the next level.

The results

Lycored saw the expansion of lycopene as the hero ingredient for beauty product launches. The campaign also earned 150 trade media placements around ingestible beauty with the beauty and health industries and saw more than 10,000 visits to the wellness extract for inner beauty microsite.

Lycored’s email marketing campaign and monthly cultivating wellness industry newsletter reached 90,000 industry professionals in beauty, health and food, with over 9% average open rates. It also tapped into 20,000 GoPro Mountain Games attendees to collect and display 1,300 messages.

To top it off, it made strides helping inform consumers and doubled natural lycopene production to help strengthen the production and supply chain to its many global partners.

The creative team of Lycored behind this campaign was; Zev Ziegler, vice president of marketing; Golan Raz, vice president of health; Shirley Cohen, chief executive officer; Brian Yamamura, engagement director and freelance creative director, Matt Bierce.

This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here.

And check out which of The Drum Awards are currently open for entry.

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