Behind the Scenes of the CEW Insiders Choice Awards Product Demonstration

A line of ladies touting large rolling bags were ready to roll out the newest and most innovative products from their respective brands at the 18th Annual Cosmetic Executive Women Beauty Awards Product Demonstration last week. Though the product demo was a members-only event, Glam was able to get an inside look before the members were allowed entry.

Over 300 of the top beauty brands with 625 different products packed into the Altman Building to be considered in 29 categories including the newest category, Nail Product. The Indie Beauty Award garnered 18 entries while the Eco Beauty Award categories had 19 entries with many brands coming out to the product demo. A sea of people and tables swallowed the space as the products were presented in the most eye-catching ways possible as they would be judged based on innovation, delivery system, and packaging. With the seal of approval from the CEW at stake, it was a fight to impress insiders and consumers alike.

“The Awards have become an invaluable resource for consumers, who recognize that the CEW seal stands for a truly innovative and effective beauty product because it is the only award selected by those who know beauty’s best – the industry insiders,” explained Carlotta Jacobson, President of CEW.

Technology was at the forefront as members gave their followers the play-by-play via Twitter and Facebook. And for the first time, attendees were able to vote or create their own customized Favorites List by snapping a special QR code from their smartphone or tablet, which were emailed for use in the voting process.

There were also fun activities for attendees to check out as sponsors like Veet had a photo booth for attendees to snap playful photo. Allure provided complimentary brow shaping and manicures via Tweezerman and Sally Hansen. Givaudan, QVC, RPG, and others provided lounges for attendees to take a load off and check out their newest launches.

Multitasking products were easily the biggest beauty trend to emerge at the demo as Jacobson noted many brands had reached the next level by unveiling primers and foundations infused with anti-aging properties. She suspected next year would be filled the BB creams that have already made waves worldwide.

“There’s every kind of primer you could think of,” she said. “The thing is that many of them have multiple benefits: the foundations are very light and treatment oriented.”

The winners will be announced on May 18th at the Beauty Awards Luncheon hosted by Sex and the City’sMario Cantone at the Waldorf-Astoria.

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