Cosmetics Executive Women’s 2010 Beauty Awards, held Friday at the Waldorf-Astoria hotel in New York, provided more than the usual surprises, not all of them wanted.


One surprise, particularly in a still-tough economy, was the growing presence of indie brands. Indie upstart Living Proof won the Indie Beauty Award — and two additional awards to boot. All in all, the Indie Beauty Award category garnered 38 company entrants, compared with 20 last year.


But it was Procter & Gamble and L’Oréal who proved to be the afternoon’s big winners, with six trophies apiece. Shiseido wasn’t far behind, with the company taking home five awards. Johnson & Johnson, the Estée Lauder Cos. and LVMH Moët Hennessy Louis Vuitton each garnered two, with Coty, Unilever, Klorane, American Crew and ColorMetrics each receiving one.


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About 513 products were entered by more than 285 beauty brands; 155 finalists were chosen in 31 categories.


Last year’s CEW Beauty Awards garnered more than 200 million press impressions — with 7.4 million broadcast, 209 million online and 1.2 million in print — and Carlotta Jacobson, president of CEW, has aspirations of beating that this year.


In recent years, CEW has been positioning the awards as sales tools at retail. The organization has developed three retail partners — new addition Nordstrom, as well as QVC and CVS.


Jacobson will appear on NBC’s “Today” show to promote the winners, and on July 27 will appear on QVC to host a show highlighting the winners.


Nordstrom will promote the awards in 114 of its stores and on CVS will tout the program on its Web site’s homepage.


Host Mario Cantone, emceeing for the fifth year, kept the room lively with singing and sometimes off-color jokes — although he really had fun when well-meaning award winner Joan Lasker, who had heard Cantone lamenting earlier about his love life, suggested that he try speed-dating with the 500 beautiful women in the audience. Cantone looked flabbergasted for a moment before surprised chatter and laughter broke out in the audience, quipping, “I guess I CAN convincingly play a heterosexual!” before adding, “What was the point of coming out of the closet? And I think this is one of my gayest days!”


There was other buzz as well. Singer Estelle, who presented several awards, coyly hinted that a fragrance deal is imminent; celebrities Kim Kardashian, Whitney Port, Selita Ebanks, Angel Reed, Anoop Desai, Malan Breton, Mark Indelicato and Constantine Maroulis also were in the presenter lineup, sparking rumors that they, too, are looking for beauty contracts (although Kardashian already has a scent deal.)


The complete list of winners:

Indie Beauty Award: Living Proof


Body Treatment, Mass: Vaseline Sheer Infusion with Stratys-3


Body Treatment, Prestige: Dr. Andrew Weil for Origins Night Health Bedtime Spray


Bath/Shower Product, Mass: Olay Body Wash Plus Tone Enriching Ribbons


Bath/Shower Product, Prestige: Fresh Sugar Acai Body Scrub


Acne Treatment: La Roche-Posay Effaclar A1 Intensive Acne Spot Treatment


Antiaging, Mass: Olay Professional Pro-X Deep Wrinkle Treatment


Antiaging, Prestige: Lancôme Génifique Youth Activating Concentrate


Cleanser & Scrub, Mass: Visine Total Eye Soothing Wipes


Cleanser & Scrub, Prestige: Shiseido Future Solution LX Extra Rich Cleansing Foam


Eye Treatment, Mass: Olay Regenerist Antiaging Eye Roller


Eye Treatment, Prestige: Shiseido Benefiance NutriPerfect Eye Serum


Moisturizer, Mass: Garnier Nutritioniste Skin Renew Awakening Face Massager


Moisturizer, Prestige: Shiseido Future Solution Total Regenerating Cream


Hair Care Product, Mass: L’Oréal Paris EverPure Sulfate-Free Color Care Moisture Shampoo


Hair Care Product, Prestige: Living Proof No Frizz Shampoo


Hair Coloring Product, Prestige: ColorMetrics TouchBack by ColorMark


Hairstyling Product, Mass: Klorane No-Rinse Care with Papyrus Milk


Hairstyling Product, Prestige: Living Proof Full Thickening Cream


Eye Product, Mass: Cover Girl Smoky ShadowBlast


Eye Product, Prestige: Lancôme Oscillation Powerbooster Vibrating Amplifying Primer


Face Product, Mass: Cover Girl Simply Ageless Sculpting Blush


Face Product, Prestige: Clinique Redness Solutions Instant Relief Mineral Powder


Lip Product, Mass: Maybelline New York Color Sensational Lipcolor


Lip Product, Prestige: Guerlain Rouge G de Guerlain


Men’s Grooming: American Crew Trichology Hair Recovery Patch


Men’s Scent: John Varvatos Artisan (fragrance supplier: Givaudan)


Women’s Scent, Mass: P&G Prestige Avril Lavigne Black Star (fragrance supplier: Givaudan)


Women’s Scent, Prestige: Coty Prestige Lola Marc Jacobs (fragrance supplier: Givaudan)


Sun Product, Mass: Neutrogena Sensitive Skin Sunblock Lotion SPF 60 + with PureScreen


Sun Product, Prestige: Bare Escentuals BareMinerals SPF 30 Natural Sunscreen

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