The campaigns sought to challenge traditional ideas around beauty through positive messaging, the press release explains. ‘Letters of Love’ encourages people to exercise self-love by sending themselves a letter. ‘Pops of Positivity’ builds on that campaign, using Lycored’s littleglow app to deliver everyday wellness activities focusing on Mind, Body, or Spirit.
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Glossy praised the campaign for challenging traditional ideas of beauty, and whenannouncing the award,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, Lycored, said in the press release: “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.”
