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CEW Turning Awards Into Awareness

The goal: to raise visibility for the winning products and drive consumers to purchase them.

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Cosmetic Executive Women continues to find new avenues to leverage awareness for its annual Insiders’ Choice Awards.

After the 18th annual ceremonies, held May 18 at the Waldorf-Astoria in Manhattan, Carlotta Jacobson, president of CEW, noted that a new strategy this year was to embrace social media, targeting bloggers and online influencers. The goal: to raise visibility for the winning products [see sidebar] and drive consumers to purchase them.

“Every year, we look for new ways to reach the consumer with the story of the awards,” said Jacobson, who invited a dozen beauty bloggers — including Rachel Hayes of Dailymakeover.com, Megan McIntyre of Refinery29.com and Liesa Goins of Dailyglow.com — to present trophies to the winning companies. “Bloggers and online influencers are today’s super consumers. They lead users with great knowledge of beauty products and a stronger relationship with the brand. They are viewed by consumers as credible experts and authorities on beauty, are in constant contact with their followers and their readers value their opinions.”

Jacobson noted that the awards, voted on by CEW’s 4,600 members, are intended to cut through the clutter at retail — a point it is underlining with the social media component of its plan.

“Our social media initiatives will allow us to interact directly with consumers for the first time,” said Jacobson, adding that CEW has a consumer-focused Facebook presence for the first time this year: a custom Beauty Award tab on the organization’s Facebook page with curated content. “The CEW Facebook page brings consumers by providing an insiders’ view of the most creative and innovative products of the year,” said Jacobson. “Now, everyday, consumers have access to exclusive insider information, helping them make informed decisions at the beauty counter and beyond.” The CEW Facebook page will also direct consumers to retailer locations where they can purchase the winning products.

Jacobson sees CEW’s Twitter page as “an opportunity to strengthen relationships outside of industry functions, showcasing the organization as a valued resource.” Attendees at the ceremonies were strongly encouraged to tweet during the awards, using the hashtag #CEWevents to generate buzz.

CEW is tracking growth in numbers of its Facebook and Twitter communities — the organization has more than 4,100 Facebook fans and more than 3,500 Twitter followers — and examining growth in engagement, analyzing how these fans and followers are responding to posts and how they pass the content on, said Jacobson. “We’re analyzing trends so we can better curate content to resonate with consumers,” she said.

Ongoing retail partnerships showcasing the awards continue with CVS, which will highlight the winning products at retail, and QVC, which will air a show featuring the winners on July 23. “We also expect to have the support from other major retailers in-store and online, including Lord & Taylor,” said Jacobson. New retail outlets participating this year, she said, include Beautybar.com, which will produce a co-branded, discounted Insiders’ Choice Beauty Box with the finalist and winning products; HauteLook, which will run a sale event with the winning brands, and Pretty in My Pocket, which will feature coupons offering savings on the winning brands.

This year’s competition garnered more than 625 entries in 29 categories.

 

NEXT: CEW Beauty Award Winners >>

 

CEW Beauty Award Winners

BATH AND BODY
Bath & Body Mass
Burt’s Bees Richly Replenishing Cocoa & Cupuaçu Butters Body Lotion

Bath & Body Prestige

Shiseido Cosmetics America Replenishing Body Cream

FACIAL SKINCARE
Acne Treatment
Kate Somerville Skin Care 24-Hour Pimple Punisher

Anti-Aging Mass

L’Oréal Paris Youth Code Serum Intense

Anti-Aging Prestige
Shiseido Cosmetics America Future Solution LX Ultimate Regenerating Serum

Cleanser & Scrub

Fresh Sugar Lip Polish

Eye Treatment Mass

Garnier Ultra-Lift Anti-Wrinkle Eye Roller

Eye Treatment Prestige
Estée Lauder Idealist Cooling Eye Illuminator

Moisturizer Mass
RoC Multi Correxion Lift Anti-Gravity Day Moisturizer with SPF 30

Moisturizer Prestige
StriVectin TL Tightening Neck Cream

HAIR

Hair Care Product
Ojon Instant Restorative Hair Serum

Hair Coloring Product
Rita Hazan Salon Temporary Color Root Concealer

Hair Styling Product
Bumble and bumble Bb. Texture Hair(un)dressing Crème

MAKEUP
Eye Product Mass
L’Oréal Paris Voluminous False Fiber Lashes Mascara

Eye Product Prestige

Clinique Bottom Lash Mascara

Face Product Mass
Maybelline Instant Age Rewind Eraser Dark Circles Treatment Concealer

Face Product Prestige
Smashbox Cosmetics Photo Finish Hydrating Foundation Primer

Lip Product Mass
Cover Girl Blast Flipstick

Lip Product Prestige
Fresh Sugar Passion Tinted Lip Treatment SPF 15

NAIL PRODUCT
Sally Hansen Salon Effects Real Nail Polish Strips

MEN’S GROOMING
Lab Series Skincare for Men Max LS Overnight Renewal Serum

SCENT
Men’s Scent
John Varvatos Fragrance and Skincare Star USA

Women’s Scent Mass
Coty Beauty Heidi Klum Shine

Women’s Scent Prestige

Prada Candy Eau de Parfum Spray

SUN
Neutrogena Corporation Wet Skin Sunblock Spray SPF 50

INDIE BEAUTY AWARD
Supergoop

ECO BEAUTY AWARD
Neutrogena Corp. Naturals Purifying Facial Cleanser
* Sponsored by Givaudan and vetted by The Natural Step

BEST SELLER AWARD
Mass Product

Sally Hansen Salon Effects Real Nail Polish Strips

Prestige Product
Lancôme Visionnaire [LR 2412 4%] Advanced Skin Corrector

 

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