A year after Glossy held its inaugural Beauty Awards to honor the category’s innovators and challengers, the industry has moved even further away from the idea that a singular look defines beauty.
Instead, beauty brands are choosing to use their marketing campaigns to address societal pressures felt by all.
With that in mind, this year’s finalists for the second annual Glossy Beauty Awards have executed consumer engagement strategies that are not only creative, but also inclusive and socially aware. They have advocated for the acceptance and love of natural hair, promoted the idea that products work best with self-love, and made a collective effort to reach Gen-Z customers online.
For example, cosmetics subscription service Ipsy is a finalist in multiple categories, including Best Digital Event Series. The brand held a weeklong virtual celebration on its social channels that offered musical performances and community-led makeup tutorials, all while raising money for the American Nurses Foundation. The brand is also nominated for Best Use of TikTok and Best Influencer Partnership, the latter highlighted by a humorous Instagram battle between Khloé Kardashian and Item Beauty founder Addison Rae.
E.l.f Cosmetics is up for Best Use of TikTok, as well, as it continues to evolve the way it reaches consumers through the video-sharing platform. After becoming the first brand to create original music for TikTok, E.l.f. followed the achievement by debuting the first…