Lord & Taylor is already on board to help their beauty consumers easily locate this year’s CEW Insiders’ Choice Beauty Award winners.
On May 23, the department store’s Manhattan flagship debuted in-store signage and displays that prominently feature each Insiders’ Choice Award winner adjacent to their respective beauty counter. Winning products by Clinique, Prada, StriVectin, Estée Lauder, Shiseido, John Varvatos Star USA and Lab Series for Men are presented throughout the first floor beauty department.
Upon entering the store, located off of Fifth Avenue just south of 39th Street, customers are greeted with a prominent front-of-store sign explaining what CEW is and how product winners are selected. Several more signs are placed throughout the beauty department, as well as one display that presents several winners grouped on a table in a vitrine, next to a sign with CEW educational material.
Additional retailers are considering following in Lord & Taylor’s footsteps, and have been provided a menu of promotional ideas to parlay the winning products and to leverage the traffic that will result from CEW’s press outreach to consumer publications. Some menu features include artwork for the Winners’ seal, a QR code which can be used on signage to link consumers to an educational webpage that explains the value of the seal and a link that can be used for e-commerce which takes customers to this same web page.
The Insiders’ Choice Beauty Award winners were announced at a luncheon May 18 at the Waldorf-Astoria in New York City. The 29 winners were voted on by CEW’s board; winners were selected from 140 product finalists, which were voted on by CEW’s 4,600-plus members.