Every year, the Cosmetic Executive Women Beauty Awards draws an impressive list of high-level media attendees to the annual insider event. For 2009, Kaplow aimed to reach the online consumer through a targeted viral outreach program.
To kick off the viral program, Kaplow secured online give-a-ways with top beauty blogs BellaSugar, AOL Stylelist, MyBeautyberry, SheKnows and TotalBeauty, which increased awareness of the Beauty Awards and resulted in a strong click-through to buy through the retail partners on CEW.org.
The announcement of the Award winners, held on May 1st in New York City, sparked viral buzz like never before—reaching top influential beauty bloggers who Twittered and live blogged about the winner’s in real-time. Bloggers from BeautyNewsNYC, SheFinds.com and Sephora.com instantly spread the news to their readers, touching consumers online where they shop and buy beauty products.