Shape Magazine’s 10th Annual Beauty Awards breakfast this year put an interactive spin on the traditional b-to-b awards program. Beauty awards programs, which shine a spotlight on top beauty brands that are featured in the magazines pages and typically involve an awards ceremony and speeches, are a staple among women’s magazine publishers. Shape’s breakfast, which took place on August 21 at The Midtown Loft in New York City, featured five beauty bars that immersed attendees in the winning products as professional stylists and cosmetologist pampered them with treatments that incorporated this year’s 63 winning products.
“The industry is very familiar with the format, and we wanted to do something unique and interactive to make sure we stood out,” John Balen, associate publisher at Shape, told Buzz. “This audience is all dyed-in-the-wool beauty mavens who have been there, done that. ”
After a breakfast buffet that included healthy options like an organic yogurt parfait bar, petite buttermilk biscuits and bite-size quiches and juice shots with beauty benefits to improve hair, skin and nails, guests engaged at the five beauty bars for hair styling, nail and reflexology treatments and eye, lip and face make-up applications. All of the winning products were on display by category in branded vitrines. More than 200 people attended, including p.r. representatives from the various brands, the magazine’s clients and agency contacts.
“This is all about rewarding our advertisers, and to have that interaction with them on that level as opposed to just sitting at a table, it created so much more rapport and spontaneity. It raised the bar on interaction a thousand-fold,” Balen said. Agency: The Michael Alan Group, New York City.