Published in GCI Magazine, March 2010

1. MARKETING n BY ALISA MARIE BEYER
MATTERS
And the Winner is …
Beauty awards come in many forms and are awarded by many different groups.
But one thing they all have in common: They are great exposure for your brand.
W
hether you are a brand new indie
beauty cutie, looking to take the
industry by storm, or a seasoned
veteran with the key to the newest antiaging As consumers consider their
technology at your fingertips, a beauty award
is out there with your brand’s name on it.
Industry, consumer and editorial-driven
discretionary spending more
award’s programs for beauty products in the
makeup, skin care, hair care and fragrance
and more carefully, they are
(prestige and mass) categories are sponsored
by nearly every facet of the industry: beauty seeking reasons to believe in a
and fashion magazines; beauty associations;
and even major beauty retailers such as brand, and a reader-bestowed
Sephora are jumping into the fray, and
winners are eagerly anticipated each year.
Three of the most prestigious and well-
“best of beauty” award is just
known types of awards bestowed—peer
or industry awards, editorial awards and
such a reason.
consumer awards—all offer very achievable
opportunities for even the smallest brand to
gain industry recognition and walk away a
winner. Unlike editorial or consumer-voted beauty editor’s Picks
awards, peer-voted awards often require
more preparation, planning and strategy Favorites of magazines such as Lucky,
Peer Review to not only win, but to enter, as well. For Allure and Redbook, editorial beauty awards
the venerable CEW Beauty Award, no less are also popular with consumers. Handed
The cream of all beauty awards are those than eight months of preparation should be out yearly, this type of award is generally
bestowed by esteemed industry associations dedicated to entering this contest, starting very comprehensive and is bestowed in
such as Cosmetic Executive Women (CEW), with the submission of a detailed entry form every basic category of beauty, skin care
Women’s Wear Daily (WWD) and The that includes photos and sample products in and hair care such as: best mascara, best
Fragrance Foundation. Handed out yearly the fall, and ending with attendance at the SPF, best foot lotion, best hair spray, etc.
in carefully edited categories, these awards gala CEW Beauty Awards Luncheon in early Intended to help consumers cull through
are highly coveted and can bring a wealth of spring. And that is just one award. Investing the enormous amount of products that are
irreplaceable consumer and industry exposure the appropriate time and attention to every available, and to recognize truly exceptional
to a brand. Categories are comprehensive, nuance of the submission process, reaching contenders in each of these categories,
and represent truly superior achievements out to the contacts at each association for editorial beauty awards are given out after
by a brand—including best newcomer of any extra information and studying past editors (or editorial boards) have tested
the year, best marketing innovation and best winners of these awards should all be part of and tried every product entered into the
fragrance of the year. In addition, the entry your entry strategy for this caliber of award, contest, and winners are then distinguished
process is generally well-defined, with specific and will exponentially help increase your by a winning seal or label, not to mention
submission deadlines and requirements. odds of a win. free press.
20 Marketing Matters GCI March 2010

2. Although typically not as complicated as “best of beauty” awards sponsored through in a brand, and a reader-bestowed “best of
industry awards, the submission process magazines such as Glamour and Self. These beauty” award is just such a reason.
for editorial beauty awards, nevertheless, awards, typically bestowed each year,
still requires thought and commitment in recognize hundreds of beauty products in
order to make the best impression upon dozens of categories, some of which are
Best in show
beauty editors, many of whom are in the particular to the publication (such as natural No matter the bestowing body, every brand
enviable position of trying and testing nearly or organic) and some of which may speak to should be striving toward winning accolades.
every new beauty product that hits the the retail environment (best-selling lip gloss They create instant consumer appeal, provide
market. Submission deadlines may be firm or eye shadow). Like editorial awards, reader the brand with valuable (and perhaps
or accepted on a rolling basis throughout voted awards are a great way for a brand to unforeseen) outlets for growth and, let’s face
the year; often, products are only eligible gain consumer exposure and appreciation. it, they are fun to win. Step up to the podium
for entry in the year they were launched. It Not only will the brand be featured on the and get your brand ready to accept not just
may be necessary to send sample products Web sites of the magazine or retailer as a one, but many awards with a strategy that
and photos, and as with peer awards, winner, many of these awards also carry a includes outreach, information and action.
reaching out to contacts at each magazine seal of recognition that may then be used on n GCI
for information and input on the award’s packaging and marketing materials.
process is key to creating a winning entry. Not surprisingly, reader-voted awards
are very appealing to consumers. The AlisA MARie BeyeR is the founder
Reader Reactions accessibility of these awards, coupled with and creative director of The Benchmarking
the fact that ordinary people are the judges Company (TBC), a global beauty consulting
Of all beauty awards that are available (and (as opposed to beauty executives or editors) firm offering business, strategy, consumer
there are a lot), the most interactive (and makes winning this type of award particularly intelligence and branding. As publishers of
the “must-read” Pink Report and WomenTrends,
some might even say fun) are those that beneficial to a brand. As consumers consider TBC keeps its fingers on the pulse of the industry and offers
involve consumer participation, such as their discretionary spending more and more unparalleled consumer insights and intelligence.
Sephora “Best of ” awards or reader-voted carefully, they are seeking reasons to believe E-mail: alisa@benchmarkingco.com; www.benchmarkingco.com
www.GCImagazine.com Marketing Matters 21