What Lucid has been up to lately…
January/February 2025:
Lucid just wrapped up our in-person + virtual Lucid Press Preview in Los Angeles in February at owner of Lucid’s stunning Penthouse suite in the Hollywood Hills. We had editors based in LA drop in for one-on-one presentations throughout the day and hosted a cinq à sept with small group presentations. We also hosted a virtual element on zoom for 45 minutes in the middle of the day and had over 75 major outlets join the call to ensure we covered off journalists across both US and Canadian press who weren’t located in LA and get in front of as many eyes as possible! Both the IRL and virtual presentations help to garner a ton of press for our clients and keep them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.
We were especially proud to share that our clients products we showcased at the presentation have been donated to support relief efforts for LA residents affected by the recent and ongoing fires. ❤️
Lucid welcomes Scoria and Cole Skincare and Supplements to their mighty client roster:
Lucid is thrilled to be named agency of choice for Scoria, a women-owned and crowd-funded Canadian brand redefining eco-conscious yoga. With a mission to inspire creativity, inclusivity and sustainability, Scoria carries a range of quality, environmentally sustainable yoga gear that empowers you to get in touch with your authentic self while you sweat it out.
Founded in 2017 by Yara Kamal, Scoria is the first of its kind: a green yoga brand that firmly believes physical and mental wellbeing comes from reconnecting with your inner child and rediscovering your lost creativity. Beginning as a passion project to combat the societal pressures and fear of judgement that inevitably comes with adulthood, Scoria was born during Kamal’s journey to rediscover her sense of playfulness and imagination.
Lucid is also happy to have signed on COLE Skin & Supplements, the transformative skincare brand. Formulated with the health of your skin cells and skin barrier in mind, COLE boasts a line-up of clean, clinically effective products backed by the scientific pedigree of its founder, Dr. Jillian Cole.
A naturopathic doctor with a passion for skin cell biology and holistic health — as well as being a certified skin diagnostician and clinical practitioner in natural nutrition — Dr. Cole has dedicated her career to helping patients heal chronic skin conditions. She created COLE to bridge the gap between effective skincare and clean beauty, emphasizing a holistic approach to good skin by combining skincare with supplements to support the skin’s health from the inside out.
Lucid Communications is proud to welcome Larry’s Catch, a delivery service making local, sustainable seafood accessible beyond the Canadian coast, to its roster
Founded by a trio of young Canadian entrepreneurs, Larry’s Catch is hungry to change the way Canadians think of, experience, and enjoy seafood.
Co-founder Glen Creaser, a native of Nova Scotia, was inspired to launch the venture by his dad, Larry, and their shared passion for seafood. A lifelong fisherman, Larry provided the fresh seafood — dubbed “Larry’s Catch” — at the centre of countless family dinners.
Upon moving to Ontario in 2016, Glen found that the fresh, high-quality fish he had grown to love was in short supply. The fish stores he visited, he adds, never quite seemed to know much about where their catches were sourced from.
Lucid brings on Ecksand - Montreal based fine jewellery maison - to their client roster
Ecksand, the renowned French Canadian fine jewellery maison, opened up their first location in Toronto’s prestigious Yorkville neighbourhood this February 1, 2025. With its reputation for timeless designs, artisanal craftsmanship and an unwavering commitment to sustainability, Ecksand has redefined the meaning of luxury jewellery since its founding 16 years ago in Montreal, Quebec.
This milestone expansion, in partnership with Lucid Communications, represents a bold step forward for the maison, bringing its celebrated French Canadian savoir-faire and eco-conscious ethos to a new audience. From using conflict-free gems and 100 percent recycled gold to designs that seamlessly blend innovation with elegance, Ecksand continues to stand as a beacon of sustainable luxury in the world of fine jewellery, celebrating a storied legacy of French artisanship with fair practices at the heart of every jewel.
January 4th marked our 23rd anniversary and we could not be more proud!
This past year we were able to get back to “business” and execute several in person client events, including going back to NYC to host our multi-client previews.
We wanted to take a minute to thank all our clients both past and present that helped us get the agency where we are today. We also are deeply thankful to our media contacts who champion our rock star clients covering them in print, online and on-air.
We also have to acknowledge all the staff and interns who have been part of the success of Lucid - you all know who you are - and have helped us grow + maintain our footprint being agency of choice for sustainable and conscious lifestyle brands looking for editorial coverage in both the U.S. and Canada.
Here’s to the next 20 years and thanks for the love and support!
Xo Alanna + Michelle
Jaybird kingsway Media Launch:
Lucid’s Contemporary movement studio Jaybird announced the upcoming opening of their newest location at 776 Kingsway, Vancouver, in Spring 2025. This expansion marks their second studio in Vancouver, solidifying their presence as an innovative fitness brand. Co-founded by Barbie Bent and Ariel Swan, Jaybird is known for blending mindfulness practices with fitness in a unique and impactful way. Stay tuned for more coverage as the studio opens.
Lucid welcomes Lorette lingerie back to the family!:
Lucid is thrilled to bring back Lorette back to their client roster. Lorette Lingerie is a handmade luxury lingerie brand focused on creating beautiful, original, everyday intimates. Based out of Charleston, North Carolina, their high-quality, versatile pieces encourage women to celebrate their unique femininity, connect with their bodies throughout the different stages of womanhood, and appreciate what they wear on their skin.
Founded in 2017 by Parisian designer Laure Stromboni, who taps into her background in art and design to introduce creativity and intention into the world of intimates, Lorette redefines the way lingerie has long been imagined with collections that are designed to evoke sensations and experiences.
Grange and Massey Hall Event:
Lucid helped promote The Grange of Prince Edward while we celebrated the launch of Massey Red—a collaborative private-label wine created by The Grange to commemorate Massey Hall’s 130th anniversary this past December
The evening begab with an exclusive pre-show reception at the newly opened 6th-floor lounge at the Allied Music Centre. Our guests enjoyed light bites while sampling the brand-new Massey Red, alongside other Estate wines from The Grange. After the tasting, the media and special guests experienced the Good Lovelies’ Holiday Concert, a festive performance guaranteed to get you in the holiday spirit.
Women and Children’s Shelter of Barrie:
Lucid has taken on on this very important organization as a pro-bono client for the year. We helped to support their Barrie Police Service Chief’s Gala that took place on November 22, 2024, at Liberty North. This special evening celebrated the community spirit while supporting the Women and Children’s Shelter of Barrie. The Women and Children’s Shelter of Barrie provides emergency and second stage shelter for women and their children fleeing domestic violence.
Summer 2024:
Media Day at John Steinberg And Associates:
Lucid had the pleasure of working with iconic John Steinberg & Associates' new owner and stylist, Benjamin Raine, a veteran in the hair scene who is taking the iconic Toronto salon to new heights.
Personally chosen by the late John Steinberg to continue his legacy, Raine is the protégé and long-time collaborator of the visionary hairstylist. He was entrusted with Steinberg’s scissors and comb upon his passing in 2011— a symbolic gesture to carry on his work and uphold the John Steinberg brand’s renown for artistry, innovation and excellence.
With over 20 years in the salon industry and a diverse resume that encompasses film, television and print, Raine brings a wealth of experience and a fresh perspective to the brand. Before turning 20, he was a personal dresser in the costumes department on three Oscar-winning films. Shortly thereafter, his journey with John Steinberg & Associates began, where he trained alongside Steinberg for four years and frequently assisted him on "Fashion Fridays" for Cityline.
We hosted a media day in August and brought out major outlets into the new location and meet Ben and his team.
Media Day at The Grange Of Prince Edward Winery:
The Grange is one of the longest-running estate wineries and most established hospitality destinations in the region, proudly having just celebrated its 20th Anniversary this summer. On Thursday, July 11th, we whisked away via private plane from True North Airways from Billy Bishop Airport on Toronto Island straight to The County and had them helicoptered onto the grounds of the winery. Throughout the day, our 12 media guests indulged in an exquisite farm-to-table lunch within the rustic ambiance of their 200-year-old barn and enjoy an immersive tour of the vineyards and cellars led by the winemaker, Jonas. We integrated our Vintage Car Wine tours client into the mix and even sang karaoke after our lunch and wine tasting! After this enriching experience, we flew everyone back to the city, with fond memories of an unforgettable trip….not to mention a ton of press coming out of the event.
Lucid’s Multi-client Press Previews in NYC:
Lucid wrapped up our annual in-person + virtual Lucid Press Preview in NYC. Our annual multi-client Seasonal Press Preview was hosted at the beautiful Smyth Tribeca - in their stunning AKA Suite. We had editors based in NYC drop in for 25 one-on-one presentations throughout the day pitching short lead outlets end of summer/back to school stories, as well as offering long lead print outlets holiday gift guide stories and product pulls. We also hosted a virtual element on zoom for 45 minutes in the middle of the day and had over 75 major outlets join the call to ensure we covered off journalists across both US and Canadian press who weren’t located in NYC and get in front of as many eyes as possible! Both the IRL and virtual presentations help to garner a ton of press for our clients and keep them fresh in their radar with as close to ‘hands on’ way of telling their story, and highlighting key products and new product launches.
Rodney’s Oyster Festival and Oyster Shucking Championship:
Lucid is proud to continue to work and support Rodney’s Oyster House, one of Canada’s legendary Oyster houses. We helped create press leading up to e the much-anticipated return of the Ontario Oyster Festival and Oyster Opening Championship on July 1st.
Lucid was key in promoting the Ontario Oyster Festival at Rodney’s Oyster House, handling media alerts, pitches and securing coverage from top outlets. Lucid managed on-site media relations, including on-air interviews, pre event coverage, listings, contests and provided a post-event recap, ensuring the festival’s success was well-publicized.
