Elizabeth Arden and Iced Media won Best in Show at the first Glossy Awards tonight, for their 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 makeup virtually 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 below.
Ad position: web_incontent_pos1
Best Campaign by a Direct-to-Consumer Fashion Brand
Gilt, #TheGiltLife
Best Campaign by a Traditional Fashion Brand
Christian Louboutin, Nudes
Best Use of Video by a Fashion Brand
Nordstrom Rack and Kin Community, The #RackPack
Best In-Store Tech
Rebecca Minkoff
Best Breakthrough Product
Arlo Skye Carry-On
Ad position: web_incontent_pos2
New Designer Class Award
Caraa
Best Breakthrough Startup
M.Gemi
Best Brand-Agency Collaboration
Merkle and Uber for Perrier, “The Extraordinary World of Perrier”
Best Influencer Campaign
Old Navy and Collectively, “50 Styles, 50 States”
Best Campaign by a Beauty Brand
Marc Jacobs and Sweden Unlimited, Daisy Daze
Best Use of AR/VR by a Beauty Brand
Sephora and ModiFace, Sephora Virtual Artist app
Best Use of Social by a Beauty Brand
Elizabeth Arden and Iced Media, “From the Desk of Liz”
Best Use of Instagram by a Brand
Bow & Drape, Instagram sale
Best Use of Instagram by a Publisher
The Zoe Report, “Real Life With Rachel Zoe”
Best Use of Snapchat by a Brand
Rent the Runway, Virtual Try-On
Best Use of a New Platform by a Brand
Stuart Weitzman, WeChat and Curiousity China, #InOurShoes
