This year, Benefit Cosmetics stole the show at innoCos’ third annual #beauty20 digital awards.
The brand brought home the most trophies, winning three categories: Best Twitter, Best Instagram and Best Beauty Brand Online.
There were ten categories in total spanning a range of digital marketing platforms; innoCos said that there were more than 250 award entries received this year.
Alongside Benefit, other category winners included Burt’s Bees (Best Facebook), OPI Products (Best Pinterest), L’Oréal Makeup Genius (Best App), Dove:Legacy (Best Online Video), Mary Kay (Best e-Commerce Website), eSalon (Best Beauty Startup) and Beauty Junkie London (Best Beauty Blog).
In order to select the winning brands, a team of judges first chose the top five brands they deemed worthy of a win from each of the ten categories.
A public vote was then opened up to consumers, who had a month to vote for their favourite beauty brands online; there were more than 8,000 votes received, according to innoCos.
Adding a fun touch to the event, finalists were asked to prepare an acceptance speech of five words or less, which could be shared on social media networks. Some of the speeches given on the night included: “Laughter is the best cosmetic”, from Benefit Cosmetics; “To Burt and his social bees” from Burt’s Bees; “Download, scan, apply, buy” from L’Oréal; “Make confidence your beauty legacy”, from Dove; and “You finally met your match” from eSalon.