Lucid helps build brands that everyone loves
We believe that the best way to generate outstanding results is to love what you do, have fun while you're doing it, and most of all: be good at what you do.
Lucid Communications is a full service, boutique Public Relations agency with a small team of results-driven, senior PR executives specialized in connecting modern lifestyle brands with influential audiences and journalists. For over 16 years, Lucid has carved out a niche in the industry, becoming the agency of choice for sustainable and conscious lifestyle brands looking to get editorial coverage in both the U.S. and Canada.
We help both emerging and established fashion, beauty, health & wellness and lifestyle brands grow their business by generating credibility and buzz via high-profile media exposure, propel new product/brand launches, and create thought leadership campaigns to position the clients as experts in their field.
What We Do
We’re constantly evolving and adapting to new technologies and methodologies to keep our clients top-of-mind and relevant in a rapidly changing industry. From major fashion labels to indie beauty collections, health & wellness brands to holistic nutritionists, we have a deep well of knowledge and experience in all things lifestyle, and work one-on-one with each client to develop a strategy that reaches and exceeds their brand, product and positioning goals. Specializing in clean beauty, fashion, health and wellness and sustainability - we practice what we preach and live and breath the lifestyle. Lucid helps cut through the clutter and tells our clients story authentically to media. Lucid also combines the personalized client service, efficiency and cost benefits of a boutique PR firm with the senior-level staff experience and expertise of a large PR firm. We have a track record based on established relationships, not ‘spray and pray’ tactics - not to mention an incredibly tight and up to date contact list and close relationships with our media partners. We are able to get our clients products and stories into the right hands, at the right time - which is the basis of success to get press coverage.
We have also devised a new formula for PR for small business and brands that works on two or three fronts simultaneously. While we get our clients in front of consumer outlets and key lifestyle outlets to review the product’s features and benefits, we also place the company founders in stories as thought leaders in their industry. This type of exposure is critical for attracting and sustaining investors, building credibility in their fields, and getting companies to the next level. This multi-faceted campaign approach has helped Lucid avoid the pitfalls of traditional public relations campaigns where post-launch media coverage fizzles in a few months. With campaigns buoyed by executive positioning, where company principles are quoted in trending industry stories, media exposure is ongoing, even when the client has no significant news to promote.
By approaching public relations in this manner, Lucid has become a disruptor in the industry, enticing our clients to leave the big box Toronto and NYC PR firms, while gaining more coverage and attention - at a fraction of the cost.
Media relations, & editorial & influencer events/previews
Brand & product launches
Collaborations , sponsorships , & brand partnerships
Events & special projects
Who We Are
Founder and Director
MICHELLE CALVERT WAS BORN at a very young and tender age.
Shortly thereafter – about 40 odd years -- she decided to start-up a modern lifestyle PR agency focusing on creative thinking and changing perceptions. Taking on a no-nonsense approach to the industry, Calvert has lead Lucid into their 16th year of business and has become a well established firm offering personalized client service, efficiency and cost benefits of a boutique PR firm -- leaving the big-box, traditional, over-priced PR firms behind in her dust.
She has carved out a niche for herself, positioning Lucid as the sustainable and clean beauty PR agency of choice for both the U.S. and Canada. Being an extremely conscious person herself - Calvert lives and breathes clean beauty and living combined with her passion for health and wellness - and makes a natural fit with any company looking to partner with a company who speaks their language and can communicate it to the press.
Calvert has held the position(s) of Regional Director of Fashion Group International Toronto and Los Angeles, she taught at the International Academy of Design and Technology PR to the Fashion Merchandising students, and has been sourced as an industry expert herself, both on and off camera. She has been on various TV shows such as Fashion Television, Breakfast TV, City Line, Oh So Cosmo, and a reality show The Cupcake Girls. Additionally, Calvert volunteers for organizations such as: Princess Margaret Foundation, Second Harvest, Rethink Breast Cancer, The Regent Park School of Music, The MacLaren Art Centre, and also ran her own fundraiser in memory of her mother, Gloria, Hit the Slope for Hope. - a charity ski event to raised funds and awareness to help build the Simcoe-Muskoka Regional Cancer Centre at Royal Victoria Hospital in Barrie.
Calvert enjoys spending time outdoors in nature with her rescue dog, Iggy Pup hiking, she is a fitness junkie hitting as many dance cardio and spin classes as her body can take, and splits her time between Toronto, L.A. and NYC. In the summers, she enjoys living off her clunker of a boat on Toronto Island and playing euchre with her girlfriends. Her entrepreneurial spirit, ambition, vision and ability to break through clutter clearly distinguishes her from the rest in the industry - Calvert has got chutzpah*. Her experience with fashion, beauty and health, and sustainable lifestyle brands enables her to help clients build a stronger presence in the marketplace, and set them apart from their competitors - bottom-line.
* chutz·pah also hutz·pah n : (Yiddish) unbelievable nerve; esteem; boldness.