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CEW(UK) Demo Night Showcases Beauty Industry Trends

Posted: March 6, 2014

On Tuesday, February 25, 2014, 800 U.K. beauty experts attended a new format of the CEW(UK) Beauty Awards Product Demonstration Evening at the Olympia Central London, providing members with a strong platform for market research and competitive intelligence. Now in its ninth year, 300 products were entered into 25 award categories. Sponsored by Boots UK, the awards recognize innovation and creativity in beauty products, and winners are assured of reaching millions of women through a huge public relations campaign CEW(UK) mount around the program.

Entrants in the CEW(UK) Beauty Awards 2014 again spanned everything from classic to new brands. The category of “Best Classic Beauty Product” included entries from Clarins, Philip Kingsley, Elemis, L’Occitane, Balance Me, Becca, Liz Earle, Benefit, St. Tropez, Decleor, Alpha-H, Crabtree & Evelyn, Bellapierre, Molton Brown and Elizabeth Arden. For “Best New Brand,” entrants included SamFarmer, Lola Makeup, Love Your Skin, Zelens, GlamGlow, Show Beauty, VitaBella and Emma Bridgewater. This year, CEW(UK) also acknowledged the growing sector of beauty tools, introducing the “Best New Beauty Tool or Accessory” category. Brands entered included Travalo, Real Techniques, The Konjac Sponge Company, Lola Makeup, ecoTools, Champneys and Gillette Venus.

The most popular category in both the mass and prestige sections was the “Best New Skin Care Treatment Product,” showing the continuing trend for targeted skin care regimes. Mass entrants included Dr Organic, Superdrug, Marks & Spencer, Nivea, nspa, Indeed Labs and AMIE. Prestige included La Prairie, Perricone MD, Nicara, Love Your Skin and Emma Hardie. There also was an increase in entries in the “Best New Hair Care/Styling/Coloring Product – Mass” category. A range of new and classic brands entered including John Frieda, Aldi, Batiste, Mark Hill, Leo Bancroft, Pantene, Holland & Barrett, Creightons, Mark Hill, Dr Organic, Australian Bodycare, Bleach London, White Hot Hair and Charles Worthington Salon at Home.

The CEW(UK) Eco Award, sponsored by Givaudan and now in its third year, had a number of standout entrants including Intelligent Nutrients, Melvita, Oriflame, Voya, Nourish, Origins, Thierry Mugler, Dr Hauschka and Unilever. The Eco Award will again be judged by an expert independent panel. And Juliet Fairclough, sustainability manager for fragrances at Givaudan commented, "The Eco Beauty Award is a way that brands can demonstrate the quality of their sustainability actions to the people that buy them. As the award recognizes the biggest improvement in social and environmental aspects, it attracts entries from companies early on their journey of sustainability, as well as those more advanced."

Caroline Neville, president of CEW(UK), said of the event, “The CEW(UK) Product Demonstration Evening is always a fabulous event and a unique opportunity to bring an array of wonderful brands together in one place. The new format we have implemented this year has allowed members the opportunity to focus on market research and competitive intelligence and take the time to learn about new products, innovations, trends and brands. The award entries continue to grow and to witness this year on year is a testament to the industry’s recognition of what the Award is all about. It’s a huge business promotion for the beauty industry. A fantastic evening, filled with beauty expertise and knowledge, it was a delight to see so many new brands entering the awards this year. This bears out our belief that the Demonstration Night is a launch platform for many U.K. and international brands.”

Attendees were offered pampering treats in the relaxation area, and title partner Boots UK gave glamorous lip and eye makeovers, as well as helping guests find their perfect shade of foundation with their innovative No7 Match Made service. Kristy McCready, senior PR manager for beauty and lifestyle at Boots UK, said, “The CEW(UK) Product Demonstration evening was a true celebration of the best of British beauty—not just because of the wealth of fantastic products entered but seeing the excitement of so many women from our industry. We look forward to seeing the winners announced in May and the opportunity for our customers to try some of the new products that help them look and feel their best.”

Also in the relaxation area, Philips demonstrated the growth and importance of electrical beauty aids by presenting its electrical products, including the Lumea IPL hair removal systems and SensoTouch 3D shavers for men. Harley Street dermatologist Dr. Sam Bunting and registered hygienist Juliette Reeves also were on hand to give personal consultations, and GHD offered hairstyling using its new GHD Eclipse hair straightener. In addition, CEW(UK)’s newest sponsor, CJ Retail Solutions, showcased its range of in-store marketing support options while the World Duty Free Group bar served Belvedere Vodka cocktails and prosecco. QVC also provided mini cupcakes and cake pops while scoping out the latest products and trends. The CEW(UK) QVC Beauty Awards Show will be broadcasted on May 7, 2014, at 6 pm.

Finally, Latest in Beauty put together the goody bag, which was full with award entries selected from all categories. Each attendee was able to take home the bag and get started on testing and trialing the products while also deciding on whom to cast their vote for. Members will vote online for their favorite products between February 26 and March 24, 2014. The CEW(UK) 2014 Beauty Awards Finalists will be publicized on March 31, 2014, followed by the winners announcement being revealed during the awards ceremony luncheon on Friday, May 2, 2014, at The London Hilton on Park Lane, where one product in each of the 25 categories will receive a coveted Lalique statuette.