Beauty Retailer Rips Up Category’s Rulebook by Flipping Insecurities Into Strengths

Swedish company Lyko tells customers that 'every way is okay'

Join global marketing leaders at Brandweek Europe, 9–10 Nov. as they share insights into purpose-driven marketing, Web3 and more. Get your pass at 20% off now.

Advertising in the beauty category has sometimes been maligned for playing on people’s insecurities. But a new campaign from Lyko, a Sweden-based online beauty retailer, goes against these tropes by celebrating traits that could be seen as flaws. 

Enjoying your content? You Have 1 Free Article Left.

Register to continue reading!