In 2016, the company’s health team asked us to help raise its profile in the ingestible skincare arena. Since then, as well as providing PR services, we have worked with Lycored to create a suite of high-quality content, which has leveraged consumer research to deliver market insights and media coverage. Most recently, the Lycored team tasked us with a piece of work exploring the skincare needs of sporty consumers. We start every project by listening carefully to Lycored’s expert team about the themes they want to explore and the audiences they want to reach. We then design consumer surveys that we know will deliver valuable and newsworthy market insights. They are carried out by expert consumer researchers, giving us data that allows us to create White Papers and Category Reports. All of the Ingredient Communications team has a background in journalism or professional writing, so Lycored knows we’ll produce well researched, elegantly written content every time. Highlights have included ‘Beyond Skin Deep’, which demonstrated the mainstreaming of the beauty-from-within category, and ‘The Inner Light’, which highlighted demand for products that provide a “healthy glow”. Our most recent consumer research was carried out among 508 physically active consumers. It found that 89% liked the idea of a supplement that could promote a healthier relationship between their skin and the sun. As well as helping us create a White Paper (which will be used as part of a lead generation campaign) this provided a great story for B2B media. In the month of release, the coverage it generated received an estimated 101,000 views. However, Lycored has found that the value of the content we help it create is greater than media coverage and sales leads. “The figures are great, but the quality of the material we produce together also helps us engage with our existing audiences,” says Zev Ziegler, Vice President of Brand & Marketing at Lycored. Ingredient Communications truly helps us create Hollywood moments. The investment is very small compared to, say, a clinical study, but the value is as priceless. The Brief
Lycored is a global leader in natural carotenoids for supplements and functional foods and beverages.
The strategy – Unique consumer insights
The results – Media hits, leads, and more
Zev Ziegler
Vice President of Brand & Marketing at LycoredaVice President of Brand & Marketing at LycoredHealth
