Earlier this month, the Coppertone team at Padilla had cause to celebrate when one of the brand’s sunscreens snagged the Holy Grail: a beauty award from Allure Magazine. Coppertone CLEARLYSheer Whipped, new for 2017, was named a Breakthrough beauty product, a subcategory which celebrates the most innovative items to hit shelves in a given year. The (whipped) crème de la crème, if you will.
Beauty award season ranges from spring to early fall, with nearly every prominent magazine sending out a cattle call for submissions and every PR guy and gal springing into action to submit. And, after editors wade through hundreds of submissions, a winning roster is chosen.
The business model of beauty awards is pretty sound. For brands, the benefit of participating outweighs any potential cost, as a stamp of approval from a respected magazine grants a product the coveted third-party validation that consumers need. Being dubbed the best of the best in a given category by say, Glamour Magazine, helps drive trial and ultimately further build a customer base.A stamp of approval from a respected magazine grants a product the coveted third-party validation that consumers need.
For magazines, in an era where print publications are folding left and right, it’s a way to commoditize their editorial coverage aside from the not-so traditional advertorial route. Most magazines offer a beauty award “seal” that brands can purchase for use in advertising, either on the physical product package or within print, digital and broadcast ads. These seals are a physical manifestation of the third-party recommendation, which is key for brands, and a lovely source of income for publications.
So, that’s a brief overview of the beauty award concept. When warmer weather rolls around in 2018, keep your eye out for the next crop of winners before you head to the drugstore to pick up your items.