Forward of this year’s Shiny Natural beauty Awards and Glossy Manner Awards, the profitable models worked to crack down partitions of exclusivity and prejudice, and built forward-imagining partnerships and activations in the process.
This year’s brand names produced multi-layered searching experiences, generally melding brick-and-mortar with cutting-edge e-commerce. Advertising strategies ran the gamut of omnichannel, criss-crossing owned-and-operated platforms, YouTube and Gen-Z-favored TikTok.
Expertly-made experiential activations — featuring a broad array of speakers, gatherings and specialist educators — designed their way to the forefront. Also building the cut had been brand names, companies and technology corporations that filled gaps all around distribution and innovative material by way of completely tailor-made partnerships.
Across strategies, two main themes ran robust across all of this year’s profitable endeavours: inclusivity and range. This year’s Fashion and Splendor Awards winners strove to demolish restrictive considering and biased requirements, developing merchandise and internet marketing strategies that included each incarnation of the vogue and splendor shopper.
Shiny Vogue Awards
Greatest Influencer Partnership
ShopStyle Collective and Ray-Ban
Ray-Ban tapped into ShopStyle Collective’s roster of influencers to gasoline six months’ really worth of electronic and in-human being activations, driving manufacturer consciousness amid new audiences in advance of previous year’s holiday period. ShopStyle Collective brought the influencers Ray-Ban introduced fashion.
Very best Brand name Collaboration
Fashionphile and Neiman Marcus
Fashionphile, an on the web leader in handbags and equipment, took its wares to Neiman Marcus. Its luxury pre-owned luggage graced the retailer’s storefronts, with alternatives for on the net buy and choose-up. The brand name confirmed how to strategically dovetail brick-and-mortar and sturdy e-commerce techniques.
Finest Multi-System Campaign
Stella Growing and Gudrun Sjödén
The 44-12 months-old Swedish style manufacturer Gudrun Sjödén, a Nordic most loved with a flair for vibrant designs and normal fabrics, selected Stella Increasing to aid its U.S. start. The agency commenced with fundamental awareness strategies and wound up executing all of Gudrun Sjödén’s digital attempts. In the appropriate hands, Nordic type seamlessly translates to U.S. audiences.
Finest Non-Digital Promoting Marketing campaign
The Knot, Hunter McGrady and CurvyCon
To embrace and endorse sizing inclusivity, multi-platform marriage useful resource The Knot chose product and body-positivity advocate Hunter McGrady — herself a newlywed — to adorn the cover of the company’s Fall 2019 vogue concern. Shortly afterward, The Knot (together with bridal manner firm Kleinfeld) partnered with CurvyCon to host the to start with sizing-inclusive marriage vogue clearly show in the historical past of New York Style Week.
Greatest Item, Category or Sub-Brand Launch Marketing campaign
Stuart Weitzman and Aglit Italy
Designer footwear manufacturer Stuart Weitzman introduced its initially world-wide sneaker, Daryl. Daryl identified a pal in accessories brand Aglit Italy, which stepped in to collaborate on a new customization program allowing for shoppers to blend-and-match sneakers and exceptional lace alternatives. Laces ended up due an update to accessory standing.
Very best Use of Video clip
AVX Digital and Tip Major
Canadian men’s retailer Tip Best turned to social-media pioneer AVX Electronic to spearhead a online video campaign advertising the brand’s new prom line for significant-university-aged males and their dad and mom. The companies leveraged programmatic networks and linked Tv platforms, including Roku and Apple Television set. In addition, AVX Electronic turned Idea Leading on to TikTok, starting to be one particular of the initially advertisers on the online video app. For brand names targeting youthful consumers, TikTok is a “tip top” solution.
Best E-Commerce Knowledge
E-commerce pioneer Azazie modernized the way individuals shop for bridalwear on the web, allowing gals to attempt on dresses in their personal residences, sourcing from the premier sample method in the marketplace. Insert to that the brand’s virtual showroom, which allows brides to get even further organized and collaborate. Today, even the bridal get together wants a distant alternative.
Most effective Bodily Retail Launch
Body at The Grove
Ideal recognized for its “dressed-up casual” styles, outfits manufacturer Body launched a retail retail outlet at The Grove, Los Angeles’ legendary 2,850-square-foot buying place. In addition to modular fitting rooms that includes 3-way mirrors, the shop delivers individualized buying ordeals, including a single-on-just one appointments with denim experts.
Best Sustainability Initiative
Women’s jeans manufacturer Boyish utilizes a round procedure that takes advantage of only sustainable material and generates zero waste. The model even pioneered a new way of creating plant-primarily based denim it is the only carbon-neutral denim model in the U.S.
Ideal Breakthrough Startup
Regulations of Motion
Women’s style manufacturer Legislation of Movement to start with released in May well 2019, and now provides 144 micro-dimensions, within just dimensions 00–24. Legislation of Motion’s purpose: to cater to all ladies, as they distribute their body weight otherwise across and inside measurements. In vogue, there’s no these detail as a single size fits all, or even “every 24 is the very same size 24.”
Glossy Elegance Awards
Ideal Influencer Partnership
Biossance and Jonathan Van Ness
Sustainable skin-care manufacturer Biossance partnered with magnificence influencer Jonathan Van Ness for a huge-ranging partnership. Van Ness now makes special digital written content for the manufacturer, acting as a media-facing spokesperson and leading the brand’s instructional initiative, The Cleanse Academy. In an influencer partnership, almost nothing beats abilities matched with continuity.
Ideal Model Collaboration
Dove Hair and Kelly Rowland
Dove Hair partnered with Kelly Rowland to develop “Crown,” a new song and accompanying tunes video clip that ended up inspired by true tales of peer bullying and tied to Rowland’s personal individual hair experiences. Absolutely nothing beats bullies like a good electric power anthem.
Greatest Social Media Marketing campaign
e.l.f. Cosmetics | #eyeslipsface Obstacle
With the purpose of producing history-location virality and person participation on TikTok, the cosmetics manufacturer produced the authentic track “eyes. lips. experience.” to convey the brand’s information of inclusivity. The resulting output was the to start with advertisement ever to receive TikTok’s No. 1 development spot. There is no far better household for shareable self-expression than TikTok.
Most effective Multi-System Campaign
Dove and The Crown Coalition | The Crown Act
Dove embarked on an advocacy mission to make a far more equitable working experience for Black gals and girls through the development of anti-hair-discrimination legislation. Regarded as the Crown Act, its aim was to produce a respectful and open entire world for natural hair.
Very best Merchandise, Classification or Sub-Brand Start Marketing campaign
Lycored and Madwell | Pops of Positivity
To resonate with consumers and advertise its new ingestible skin-treatment product, wellness brand Lycored partnered with Madwell to challenge conventional notions of splendor. The manufacturer promoted Pops of Positivity by means of its new wellness app, Littleglow, and brought Pops to everyday living at dwell situations by developing letter-writing stations encouraging people to produce themselves a appreciate be aware. The Lycored team then mailed the letter to the writer when they least predicted it. Affirmation is normally a welcome message.
Most effective Use of Video clip
Glow Recipe | “How the Watermelon Mask Is Made”
Skin-care brand Glow Recipe launched the “How The Watermelon Mask is Made” online video campaign throughout Refinery29’s, Sephora’s and its possess YouTube channels. The campaign, which shared the at the rear of-the-scenes manufacturing unit approach of producing Glow Recipe’s watermelon-infused mask, generated additional than 2 million views.
Ideal Use of Customization
Hair-color brand name eSalon enabled prospects to develop a absolutely personalized colour from scratch and have it shipped to their doorway. The brand’s private colorists labored to make products and solutions based mostly on images, hair heritage and color aims. Here’s to personalization by using collaboration.
Ideal E-Commerce Working experience
In Oct 2019, the skin-treatment brand name Beekman 1802 introduced its new e-commerce web site, enhancing load times, shopability and Website positioning. Since the launch, Beekman 1802’s conversion rates have shot up, and much more customers are coming back.
Most effective Omnichannel Practical experience
Sephora | Sephoria
Sephora brought its experiential activation — Sephoria: Home of Attractiveness — back to Los Angeles in 2019 for a second 12 months. That includes 16 interactive rooms, more than 60 attractiveness encounters and 15 masterclass speakers, Sephoria introduced additional than 6,000 attendees collectively to revel in their appreciate of attractiveness. For the brick-and-mortar huge, experiential activations engage in to Sephora’s inherent strengths.
Greatest Provider-Centered Notion
Skin-treatment brand Dermalogica launched Confront Mapping, a no cost electronic pores and skin-assessment tool that brings together reside chat with skin therapists with artificial intelligence. The aim was to help clients identify prominent pores and skin circumstances and receive personalized product or service suggestions. When it comes to pores and skin well being, and all the analysis that goes with it, AI and authentic-lifetime knowledge go-hand-in-hand.
Very best Actual physical Retail Start
Holition and Faces
Faces enlisted London-primarily based inventive innovation studio Holition to build a subsequent-gen room that delivers suggestions based on users’ specific demands. The retail outlet contains a individualized resource to support prospects find which fragrance is appropriate for them and an interactive display that takes advantage of personality diagnostics to enable end users uncover the appropriate gift for a certain situation.
Finest Celebration Collection/Activation
Profit Cosmetics | Profit Brow Lookup
The cosmetic brand’s new elegance competition selected 20 contestants to contend for the title of Greatest in Brows. The marketing campaign expanded brand name awareness and recognition between attractiveness people, and reinvested in the magnificence community by supplying influencers and aspiring makeup artists a area to showcase their abilities. In the splendor arena, there’s always new expertise to explore.
Finest Membership/Membership Plan
Ipsy unveiled the Discover By yourself marketing campaign in September 2019, showcasing a numerous group of creators that challenged normal perceptions of magnificence. Ipsy’s brand name ambassadors shared their own journeys of self discovery through a series of movies on Ipsy’s digital houses, which was followed by an omnichannel advertising and marketing marketing campaign. Splendor comes in lots of styles and measurements, not to mention many channels.
Finest Sustainability Initiative
The System Store
The Body Shop released its 1st Group Trade Recycled Plastic application, in partnership with Plastics For Adjust, in Bengaluru, India in Could of 2019. The objective: to highlight the human aspect of the plastic crisis. Shoppers are a lot quicker to embrace a induce when they join a experience to the challenge.
Ideal Local community Hub
Superdrug and TokyWoky
Superdrug, the top retailer for magnificence, well being and skin-care in the U.K. and Eire, launched community platform TokyWoky in July 2019, offering are living chat and makeup assistance channels, thematic discussion teams, gamification lectures, and products-exam and overview channels.
Finest Breakthrough Startup
Skin-care brand name Kinship made waves with aware packaging that included ocean-squander plastic and article-buyer recycled materials, all the whilst producing sophisticated and clean, normal products and solutions priced beneath $25. Its written content technique leaned heavily on Gen-Z collaboration and co-generation. For startups, it’s never a negative notion to glance to young generations for long run-forward moves.