While beauty companies have been using the runway shows as a promotional tool for a few seasons, awards shows are emerging as hot new contenders for beauty billboarding, as last week’s MTV Video Music Awards proved.

Backstage at Radio City Music Hall — where makeup artist Troy Surratt, working for Revlon, touched up presenters as they headed onstage —?and further downtown, at the Oasis Suite at the TriBeCa Grand Hotel, where the stars stopped by for freebies and services, beauty companies were front and center touting their products.

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