Hipster Balls and MILFs Show That ‘Everyway Is Okay’ in Campaign for Beauty Brand Lyko

During February Swedish-based Åkestam Holst NoA acquired Lyko as a new account, with a brief to do a make-over of the online beauty giant. The first campaign deals with people’s insecurities when it comes to style and looks, aiming to rip up the playbook on what’s hot and what’s not.  

Joakim Khoury, creative director, explains: "It´s all about just rolling with the feeling you have. In short, no more dos and don’ts. Just dos and dos."

The new campaign launches the tagline 'Everyway is okay'. In the ads, we get to listen in on some inner monologues, ranging from newly divorced MILFs to ball-shaving teenage guys. 

"You can´t go wrong if there is no right. That´s the essence of the campaign, and I think it’s a nice positive message to put out the world," says Lisa Vaccino, art director at Åkestam Holst NoA. 

Lyko offers over 60 000 products within fragrance, makeup, skin and hair. The tv-spots are supported by outdoor, digital, radio and instore - in a campaign that will run on several Nordic markets. 

Lyko - Hipster Balls from Åkestam Holst NoA on Vimeo.

Lyko - Milf from Åkestam Holst NoA on Vimeo.

Lyko - Left, Right from Åkestam Holst NoA on Vimeo.