“Klingit became like an extension of Lyko”

Background

Lyko started in Dalarna, Sweden, and has expanded rapidly over the past decade to become one of the Nordics’ largest beauty retailers. The company is the market leader in Sweden and reaches customers across several European markets through its stores and e-commerce business. Its range spans everything from haircare and skincare to makeup and fragrance.

Antonia Lindmark, Head of Strategy and Brand at Lyko, works with an in-house team covering creative direction, copywriting, art direction and photography. Together, the team manages an extensive campaign calendar, developing central concepts and adapting them for different markets.
– We worked from a central strategy and then adapted it locally. We always had campaigns running, from major global initiatives to smaller campaigns for individual markets.

Solution

The volume of campaigns running in parallel meant Lyko needed additional capacity alongside its in-house team. Klingit joined as an external creative partner, helping create faster workflows from insights and campaign ideas through to production and activation, while giving Lyko the flexibility to scale resources as demand changed.

– Klingit became an extension of Lyko. Communication and briefing were easy, and the team adapted quickly even when we were working on complex campaigns with multiple channels, formats and last-minute changes.

During the summer, Klingit produced several of Lyko’s global campaigns, moving between different themes with new messaging and creative assets for multiple channels, formats and markets. These included Summer Hair, Summer Makeup, Summer Fragrance and Summer K-Beauty.

– Klingit works differently from a traditional agency, and that offered several advantages for us as a client. Even though the team was external, it felt like you were sitting right here with us and working incredibly closely with our team.

With several campaigns running at once, the production process needed to stay flexible as plans changed. New requests often came in late, and assets had to be quickly adapted for different formats, channels and markets.

– We often made changes close to the deadline, and Klingit handled that extremely well. You could tell the team was used to working at a fast pace. Klingit was always flexible and the quality of the work remained very high.

Result

The collaboration allowed Lyko to strengthen its existing team during periods of high production demand. By working closely with Lyko’s internal creatives, Klingit provided efficient and flexible production support while fitting naturally into the team’s existing workflows.
– The work was consistently high quality, delivered on time and the collaboration ran smoothly. Things usually move fast at Lyko, so being able to quickly scale capacity up or down was extremely valuable.

For Antonia Lindmark, the close relationship between the teams was a key factor in making the collaboration successful.
– When we needed help taking the next step and making our internal ways of working more efficient, Klingit was very proactive and helped us move forward. That was where they truly became an extension of our own team.