By  on February 25, 2011

Call it beauty’s ultimate swag bag. Since 1996, Allure’s Best of Beauty Awards has sent several hundred attendees — including cosmetics and fashion executives, models, top photographers, hairstylists and makeup artists — home with a hard-sided suitcase stuffed with products. The 450 attendees in October came away with a snappy metallic plum and silver suitcase with $2,300 in loot — everything from a 3.4-oz. Calvin Klein Euphoria eau de parfum to a Cover Girl Smoky ShadowBlast in plum.

Still, determining which of beauty’s heavy hitters will walk out with a prize — even though there are 232 awards on average given at each event — is no easy feat, said Allure editor in chief Linda Wells during an interview.

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