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The first-ever Glossy Pop Awards recognize the best and most culturally relevant beauty and fashion products, campaigns, people and brands. This year’s brand finalists highlighted diverse voices and prioritized inclusivity in commerce initiatives, including social commerce and personalization; or marketing strategies, such as influencer collaborations and community-building activations.
Sephora, for example, both championed inclusivity and fueled community with a new creator collaboration, earning the beauty retailer a nomination in the Most Innovative Use of Influencer Marketing category. In August 2023, Sephora introduced Sephora Sounds, a music collective supporting and amplifying emerging musical artists from underrepresented demographics, through its social platforms. The program creates a more welcoming and representative musicscape across Sephora’s social channels, including TikTok and Instagram. Since its inception, Sephora Sounds has welcomed over 80 musical artists who reflect Sephora’s broader and inclusive beauty community, with more than half of the signed artists being BIPOC and female.
Benefit Cosmetics, meanwhile, earned a finalist slot in the Best Social Commerce Campaign category. In August 2023, the brand introduced a 360-degree campaign to launch its new Fan Fest mascara with the objectives of maintaining its top mascara brand ranking, increasing market share, reaching new audiences and establishing the fanning mascara category. Among the included innovative tactics was launching the product exclusively on TikTok Shop, before retailers and even BenefitComsmetics.com, for the first 48 hours. Benefit was the first U.S. beauty brand to go live on TikTok for 24 hours for a TikTok Shop product launch, encouraging its community to embrace shopping the brand on social commerce.
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English (US) ·