Lycored launched a video in honor of Valentine’s Day encouraging consumers and industry alike to love themselves the way they love others. The video is a continuation of Lycored's #rethinkbeautiful “Letters for Love" campaign, along with heart-warming ads in the London market.

The video, “Love is Beautiful," is designed to help set a foundation of “beauty comes from within," and promote the importance of ingestible skincare and further bring the category mainstream.

The video features women, children and men who were asked a simple question: What do you love about yourself? Much to their surprise they weren't able to answer the question. In contrast, when asked to describe people closest to them, they immediately listed what they cherish most in the person. The video encourages people to understand seeing themselves the way others see them can be difficult, but it is time to honor themselves, and celebrate their own beauty in whatever way it looks like to them.

Lycored encouraged viewers of the video to write a “digital love letter" using its online Letters for Love letter writing station. LycoRed will return the letters to the senders at an undisclosed time.

Echoing messages promoted with #rethinkbeautiful, the love yourself initiatives include an advertising campaign in London featuring more than 200 outdoor advertisements with the message "Your Heart Has No Limits." This portion of the initiative will be distributed in the form of a direct mailer to 8,000 dermatologists, educating them about ingestible skincare.

"We see Valentine's Day as a platform to show consumers every day, not just February 14th, is an opportunity to acknowledge and honor the beauty within ourselves—and be willing to recognize that beauty," said Zev Ziegler, vice president of brand & marketing at Lycored. "By acknowledging beauty starts within in ourselves, we are chipping away at the traditional notions of beauty and creating an emotional connection to the concept of ingestible skincare to further help our beauty shine from the inside, out."

Through each extension of the #rethinkbeautiful campaign, Lycored hopes to create an opening for its clinically-backed cosmeceutical, Lycoderm, a Lycored Nutrient Complex Formulation for Skin, in the ingestible skincare market.