Overview
When we were tasked with the rebranding of LYKO, the biggest beauty e-tailer/retailer in Scandinavia, we took aim at making beauty fun and playful, moving away from taking anything too seriously, especially ourselves.
The Challenge
Beauty is a double-edged sword. It's inspiring and empowering but also has a dark side of anxiety and stress at times. We wanted to find a way to boost the good side and blast away the bad. The existing concept tried to do this with humor, and even though it performed on par with other campaigns LYKO felt that there was more unleashed potential here. In fierce competition with three of Sweden's top agencies Honesty came up with a solution that captured the imagination of the marketing team – a solution that went on to become one of the highest measured concepts in history.
The Solution
Rather than leaning into the "you are perfect the way you are"-strategy that was widely adopted by other beauty brands around the world, we adopted the philosophy of playfulnes and fun. We framed this philosophy around "Beauty should be fun" where it not serious, not important, but fun! Since LYKO has the largest selection of any beauty e-tailer/retailer out there, it provides the perfect playground to have fun with beauty. And this is how the concept Your Beauty Playground was born, a concept that went on to set record after record in the metrics and catapulted both sales and stock price skyward. As always, the whole brand platform was summarized on a poster that was used across the company premises to make sure all LYKO employees were onboard for the journey.
The Result
Your Beauty Playground became of the most effective rebranding concepts ever measured in the Nordics. Purchase intent increased with a factor of 6 already in the first campaign. The campaigns went through several style interations to keep it fresh and interesting while retaining a number of strong design anchors to assure recognizability.
