Beauty awards event recognizes innovations in mass, class brands

Drug Store News,  May 20, 2002  by Molly Prior

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A bruised economy may be sending more mid-tier shoppers into drug stores, but striking innovations in mass-distributed products may help keep them there. Over 2001, a host of value brands succeeded in bringing class to mass.

In a fitting tribute to their achievement, Cosmetic Executive Women, a non-profit trade organization, included mass and prestige products within the same categories for the first time for its annual April beauty awards. This year, CEW presented awards in 17 categories, with mass distributors taking home trophies in eight of them.

Andrew Jergens was recognized as the best new bath or body treatment product, beating out Estee Lauder and Lancome.

Cover Girl upset prestige powerhouse Chanel in the lip category with its Cover Girl Outlast All-Day Lipcolor. The new launch garnered 5.4 percent market share at drug stores in the lipstick category.

A rather surprising inclusion in the best new facial problem-solving product, Procter & Gamble's Crest Whitestrips, took the prize over creams and moisturizers. In its first year at retail, Whitestrips seized a majority stake of 68 percent in the tooth polish category, ringing up more than $53 million in drug store sales for the year ending March 24, 2002, according to IRI data.

John Frieda cleaned up in the hair category once again this year, winning two awards for Beach Blonde Lemon Lights Fresh-Squeezed Highlighter and Beach Blonde Sun Streaks Heat-Accelerated Highlighter.

Procter & Gamble's Olay Total Effects Cuticle & Nail Moisture Treatment took the prize over category leaders, such as Sally Hansen.

The event gathered the beauty industry's A-list and celebrities, such as supermodel Iman, and actresses Angela Bassett, Michael Michele and Kim Raven. NBC news anchor Anne Curry of the "Today Show" emceed the event.

Talk show host and comedian Rosie O'Donnell was on hand to present friend Gene Wilder with the first Roche Beauty of Giving Award for his work on Gilda's Club. Wilder co-founded the worldwide cancer-support group with his wife Gilda Radner, who lost her battle with cancer 13 years ago.

At one point, O'Donnell--a master of keeping things light--joked, "I'm waiting for the Procter & Gamble fat strips."

All award winners received the official Beauty Awards 2002 Winner's Seal to promote on their product packaging.

The winners of the beauty awards included:

* Best new bath or body treatment product: The Andrew Jergens Co. for Naturally Smooth Shave Minimizing Moisturizer

* Best new facial skin care: Unilever HPC for Pond's Age Defying Cleansing Towelettes

* Best new facial skin care eye treatment: Estee Lauder for Advanced Night Eye Repair Recovery Complex

* Best new facial skin care product, mask, peel or scrub: Cle de Peau Beaute/Shiseido Cosmetics (America) Ltd. for Cle de Peau Beaute Intensive Mask Treatment

* Best new men's scent: American Designer Fragrance Division of Parfums Givenchy Inc. for Michael for Men by Michael Kors

* Best new sun product (tie): Avon Products for Skin-So-Soft Bug Guard Plus Moisturizing Sunblock Lotion SPF 15, and Clinique for SunCare Body Spray 30 SPF

* Best new women's scent: Lancome, Paris for Miracle

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