08 Feb 2017 --- Lycored have launched a campaign, which aims to drive consumer engagement with ingestible skincare, helping to bring the category into the mainstream.
The campaign, named, “Letters for Love” is an extension of the company’s previous #rethinkbeautiful campaign, designed to help set a foundation that beauty comes from within, thereby promoting the importance of ingestible skincare.
“Letters for Love” encourages people to write letters containing positive affirmations to themselves, echoing the message of beauty from within and self-love that originated with the #rethinkbeautiful campaign. The letters will be sent back to the writer when they least expect it, to remind them of the positive feelings they had at the time.
Lycored’s campaign aims to challenge traditional notions of beauty and skincare, specifically raising awareness of their clinically-backed cosmeceutical, Lycoderm, a Lycored Nutrient Complex Formulation for Skin.
Zev Ziegler, Vice President of Brand & Marketing at Lycored, said, “The full potential of the ingestible skincare category has so far not been fulfilled, largely because of the limitations of traditional thinking about beauty.”
“Our goal is to disrupt typical industry messaging by spreading the idea that beauty comes from within. In turn, that creates an emotional connection with the concept of ingestible skincare.”
“Now we hope to inspire even more people to go beyond “skin deep” and take a moment to reflect on everything they love about themselves.”
The first part of the campaign came in the form of an intimate, candid video, back in August, which was promoted via a social media influencer program, further aiming to challenge the traditional notion of beauty and spreading the message that beauty is a feeling that comes from within.
The initiative has featured prominently in consumer-facing media, and to continue this second phase of the campaign, Lycored will set up letter-writing stations in different cities across the US.
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