Highlighting the Cosmetic Executive Women (CEW) awards show

Build credibility and consumer awareness for CEW Beauty Awards and winning products

Goal:

• Increase consumer awareness of the CEW Beauty Awards through media coverage, with a focus on online and blog outlets emphasis
• Elevate credibility for CEW’s “insider vote” by illustrating the organization’s expertise and telling this story to media
• Educate consumers about retail partnerships and direct purchase options on CEW.org

Insight:

Kaplow invited top beauty writers and editors from leading trade, newspaper, broadcast, online and blog outlets to attend the Product Demonstration and the Beauty Award Luncheon. This approach engaged media in an exciting, one-of-a-kind, insider experience that they wanted to share with their readers. An added focus on online and blog outlets/attendees also allowed for “real time coverage” of events.

Kaplow also scheduled one-on-one interviews for CEW President, Carlotta Jacobson with top tier media at the Product Demonstration and the Beauty Award Luncheon in order to generate high-level, impactful coverage.

Work:

Kaplow increased effort to put top beauty bloggers front and center. We offered these bloggers gift bag giveaways for their readers, which helped to further generate buzz and drive traffic to the CEW.org Web site

Kaplow helped assist in securing The Real Housewives of NYC as celebrity presenters at the Beauty Awards Luncheon. This celebrity attendance helped capture top tier media attendance at the Awards and drummed up interest from the celebrity weeklies.

Media Results:

• Over 220,000,000 impressions and counting!
• Up 14% since 2008
• Online impressions nearly doubled in 2009