FINNISH COMMS AWARDS
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FINNISH COMMS AWARDS
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FINNISH COMMS AWARDS / FINNISH COMMS AWARDS /
Creating Unforgettable
Beauty Moments
with Lyko
When Lyko, the bold Swedish cosmetics retailer was redefining beauty in the Nordics, wanting to make a splash, they turned to Mellakka to bring their vision to life. Together, we’ve created some of the most talked-about launches in recent years, events that made headlines, filled social media feeds, and left even some of the most seasoned influencers buzzing.
The opening that got the Swedish media say “Go Finland”!
In the spring of 2023, Lyko opened its first physical store in central Helsinki. A flagship moment that called for more than just an opening; it needed to be a cultural happening.
Mellakka designed an opening weekend full of experiences to introduce Lyko to press, influencers, and beauty consumers. The journey began with an intimate media breakfast, where journalists got early access to the store and deeper insight into Lyko’s brand story and future ambitions. That same evening, the flagship came alive with the city’s biggest bathroom party, a glamorous, playful event for influencers, beauty professionals, and media. Invitations were snapped up instantly, and the buzz grew even before doors opened.
The results were remarkable: 175 PR guests filled the store, generating a wave of earned content with a potential reach of nearly 3 million. On the grand opening day for the public, consumer excitement was undeniable, beauty enthusiasts formed a 500-meter queue around the block. With 23 media hits reaching over 6.6 million, the opening was even picked up by Swedish outlets under the unforgettable headline: “Go Finland!”
The Beauty Launch Influencers Still Talk About
Fast forward to spring 2024, when Lyko once again raised the bar by becoming the first Nordic retailer to exclusively launch cult-favorite Milk Makeup. The challenge? To unveil the brand with the same bold, disruptive energy that Milk embodies.
Mellakka’s answer was a one-night-only Dinner Club, hosted at Lyko’s flagship store for 50 of the most influential names in the local beauty scene. Guests were immersed in Milk’s world from product-inspired table settings and edgy visual design to live DJ sets, a professional photo corner, and even a DIY t-shirt printing station.
The hype extended beyond the event itself. Mellakka orchestrated a curated PR send-out to 35 makeup artists and influencers, sparking unusually deep and thoughtful content across social channels. The impact was so strong that Lyko’s own marketing team reports: influencers are still talking about this launch today.
LYKO x Flow Festival, A Beauty Playground for Self-Expression
Most recently, in summer 2025, Lyko took center stage at Flow Festival, one of Helsinki’s most iconic cultural gatherings, with a vibrant, feel-good campaign that celebrated creativity and self-expression.
The whole grew into a full 360° campaign, created in close collaboration within our N2 group. Mellakka Events designed and produced the on-site beauty playground from scratch, Mellakka Helsinki amplified the story through social content, and N2 led campaign planning and production end-to-end.
Festivalgoers discovered the Lyko Beauty Playground on-site, complete with a touch-up station, while the campaign extended far beyond the grounds through audio, DOOH, digital activations, a festival lookbook, influencer collaborations, and a flagship store pop-up.
The client summed it up best:
“Last week we took Helsinki and Flow Festival by a storm! 🌪️🪩💖 “
From long queues around the block to influencer conversations that won’t die down, and now festival takeovers, Lyko’s projects show what happens when strategy, creativity, and culture collide.
Scope:
Strategic PR planning
Events
Media Communications
Influencer Marketing
Consulting and Coaching
Social Media Marketing