Lycored’s Innovative Beauty-from-Within Campaign Finds Success at Sundance Film Festival

Lycopene ingredients specialist Lycored (Be'er Sheva, Israel) launched an innovative marketing campaign at last month’s Sundance Film Festival in Park City, UT. To promote the concept of “beauty from within,” alongside the company’s nutricosmetic ingredient, Lycoderm, the firm set up a “Letters for Love” writing station at the famous film festival.

Attendees were invited to write a love letter/postcard to themselves with positive affirmations and thoughts about their feelings in the moment. Lycored says it will mail attendees’ letters back to them during the year “when they least expect it," the thought being that reading their positive words again will help people “reaffirm how special you are to yourself.” During the film festival, celebrities, including Jack Black, Tim Robbins, and Armie Hammer, were invited to write letters to themselves as well as to sign an enlarged replica of a postcard.

Through this initiative, Lycored hopes to promote the concept that beauty comes from within and to plant the seed of how ingestible dietary supplements can also support skin health and beauty from the inside.

“The full potential of the ingestible skincare category has so far not been fulfilled, largely because of the limitations of traditional thinking about beauty,” said Zev Ziegler, vice president, brand and marketing, Lycored, in a press release. “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.”

Lycored says it will now be setting up letter-writing stations in different cities across the United States. This initiative is part of the company’s #rethinkbeautiful campaign.

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