M.P.R.

_LYKO

In a cross-class project, we were prompted to create a full campaign for any company found on this list to help work towards one of the 2030 UN goals.

"One Shade Fits All?". Of course not.

Lyko highlights the whiteness norm and exclusion of POC individuals within the makeup industry. With the launch of Shade ID, now everyone can find their perfect base color without having to navigate through a sea of products created for someone else.

The beauty industry has long been characterized by a whiteness norm where light colors are favored and produced abundantly by brands. Black makeup enthusiasts have long had to share a few dark shades where the undertones often leave much to be desired. Therefore, Lyko launches Shade ID, a sample card that makes it easier for everyone to find their perfect base color - regardless of skin color.

The card is made in eight different editions with six different colors per card, all varying slightly in depth and undertone. On Lyko's website, you can enter the color code that matches your Shade ID and only be shown the products and colors guaranteed to suit you.

With Shade ID, we can democratize the search and purchase process and even out the differences in how easy it is for white and black individuals to find their right color. In conjunction with this, the campaign "One Shade Fits All?" is launched. With an expression borrowed from the fashion industry, the campaign aims to highlight how white individuals are promoted by the beauty industry and how black individuals are sidelined and excluded. Makeup should be just as fun and just as accessible for everyone - regardless of skin color.


Team:

Rebecka Rydgren	Copywriter
Mie Pontén Roesgaard	Graphic Design & Art Direction
Jakob Aspenblad	Digital Design & Strategy
Mohammad Mehrvash	Growth Marketing
Nicole Bagiaras	Project Manager
Ulrika Olsio	Public Relations
Engla Rustman	Strategy

_{Programs used: Illustator, After Effects, Premiere Pro, Figma, Cinema4D, Adobe Audition}

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