Creating the
“Oscars” of the
beauty industry

Kaplow partnered with Cosmetic Executive Women, the most prestigious beauty industry organization, in 1994 to redefine the brand and establish it as the undisputed “insider source” of all things beauty to consumers.

2.04B
Impressions
72.8K+
Media Placements Since 2018
1.2K+
Social Placements

STRATEGY

We created a program to honor the most innovative new products each year, as chosen by CEW members.

The Awards begin with a Product Demo at which hundreds of brands showcase their newest products. Thousands of CEW members attend to sample the products and vote. Finalists are announced in April, and the winners are celebrated at a gala event in May.

EXECUTION

Over the years, we’ve blazed new trails while staying true to the CEW story.

When women first began going online for beauty information, we created a special Blogger Lounge at the Awards so beauty bloggers could provide news. That lounge has evolved into a state-of-the-art, real-time communications center where key beauty influencers gather to hear about the top trends and share the excitement with their followers.

RESULTS

We developed a thought-leadership campaign so powerful that it continues to drive growth — both for the association and for its member brands — more than two decades later.

Today, our comprehensive social media campaign across all channels keeps beauty-obsessed consumers excited and engaged from the demo through the Awards. Influencers and consumers share their excitement with CEW-branded hashtags. This year, we created such a frenzy of engagement that #CEWAwards became a top-trending topic on Twitter.

Kaplow’s work over the past two decades has greatly enhanced CEW’s value — building industry credibility, engaging consumers and driving bottom line results for our members’ products”
-CARLOTTA JACOBSON,
President of CEW