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The Beauty Insiders’ Choice Awards Product Demo resonated in the halls of New York’s Metropolitan Pavilion, March 5, 2014. The awards program, which enables entrants to showcase their products to voting members of Cosmetic Executive Women (CEW), attracts more than 2,000 attendees, and is, to quote Carlotta Jacobson, president, CEW, “the biggest beauty counter in the world.”
Jacobson, along with Leslie Jane Seymour, editor-in-chief, More magazine, representing media and marketing parent company Meredith’s Corporate Center of Excellence, welcomed press to the gala 20th anniversary celebration of the Beauty Awards Demo. Describing the evolution of the awards, Jacobson noted that the event began with 20 products and was now showcasing 650 products, 350 companies and continues to grow. A display of products popular 20 years ago, as well as some of today’s best and brightest, revealed a beauty product time line. Many of the older products remain relevant today.
“CEW has been in a position to really let people know which products are really best," said Jacobson. "Six thousand members from all aspects of the beauty industry should know which products are the best.” She explained that now, through CEW's collaboration with Meredith, more than 100 million consumers will be reached. She cited increased TV and media impressions that “will take us to a whole new level with our partnership.”
Seymour said it was great to participate on behalf of Meredith. “We are turning the event, originally by and for insiders, out to the consumer,” she said. “Coming on the heels of the Oscars, this is the first step in turning the Beauty Demo around.” The CEW seal will continue to add cachet to products, and, Seymour added, “As consumers start to understand what it is, you’re going to really see products fly off the shelves.” She added that TV, a digital rollout and extensive beauty "play" areas at the event will broaden CEW's reach.
In addition to the traditional beauty award entries, the event highlights Indie Beauty award entries, the Eco Beauty Award finalists and the iconic beauty award, for which the voting is open to all attendees. In all, there are 33 award categories. There were also interactive events on the exhibitions floors.