Elizabeth Arden’s ‘From The Desk Of #LizArden’ wins Best in Show at the first Glossy Awards
Elizabeth Arden won Best in Show at the first Glossy Awards tonight, for its multi-platform digital campaign, “From the Desk of #LizArden.” With the campaign, the 107-year-old beauty brand updated its image for the modern customer: For starters, it ditched the “Elizabeth Arden” moniker entirely and added a hashtag. The spot introducing the campaign featured comedienne Chelsea Handler and a bevy of influencers, including fashion icon Iris Apfel, DJ Mia Moretti and style blogger Gabi Gregg, aka Gabifresh.
This year’s Glossy Awards were hosted by Barneys New York creative ambassador Simon Doonan and held at the Angel Orensanz Foundation for the Arts in New York City. The annual event honors the brands, media companies and technology firms transforming the fashion, luxury and beauty industries at a time of seismic change.
Other winners announced at the Awards included the following:
—New York City–based digital agency Sweden Unlimited won Best Campaign by a Beauty Brand for the “Daisy Daze” campaign for the signature Marc Jacobs fragrance, Daisy. The spring 2016 campaign combined a stop-motion TV spot and a partnership with Uber, which included delivery of gifts, music and flowers, and free rides to Daisy influencers. A strategically placed placard in each Uber encouraged influencers to use the hashtag #MJDaisy, granting fans access to the experience. A robust e-commerce site topped off the effort; in addition to shoppable Daisy products, it featured a Daisy Daze video and Spring Message, a custom message generator.
—Cosmetics retailer Sephora won Best Use of AR/VR by a Brand for its Virtual Artist app, created in partnership with ModiFace. The result of over three years of research and development, the app lets customers try on a variety of eye shadow colors and textures by reading the exact location of users’ facial features and digitally applying products. Shoppers can see what looks best on them, taking the guesswork out of the makeup-buying process.
—Luxury shoe brand Stuart Weitzman went home with Best Use of a New Platform by a Brand. To build product awareness in Beijing, Shanghai and other major Chinese cities, the brand partnered with Chinese messaging app WeChat. The social media platform hosted a mix-and-match-style game, which reached over 50 million women, with support from Facebook-Twitter hybrid Weibo and Instagram-like Nice, and amplification from Elle China.
See the full list of winners here.