Online Exclusive: CEW Product Demo Attracts Thousands

17th annual event provides unique, hands-on experience

Written by Jamie Matusow, editor

The meandering queue of beauty insiders—all CEW members—extended down 18th Street and around the corner onto 6th Avenue, in Manhattan, as they eagerly awaited their turn to enter the Metropolitan Pavilion and Altman building for one of the beauty industry’s largest—and most popular—events of the year.

More than 2,100 attendees streamed through the aisles during the 17th annual Product Demonstration where they were able to sample more than 600 of the latest beauty innovations from nearly 350 leading beauty brands—all while enjoying refreshing fruit kabobs and a little bubbly along the way. (Not to mention the giant canvas tote gift bag brimming with nominated products that each member claimed at the end of the evening.)

Trying products firsthand and speaking directly to brand representatives enables CEW members to make informed choices when determining which products to vote for in the annual CEW Beauty Awards.

“The event is known as the world’s largest beauty counter,” quipped Carlotta Jacobson, president of CEW.

According to Jacobson, entries are evenly split between mass and prestige products. There are 26 categories, ranging from Acne Treatment to Women’s Scent. Categories are determined each year by The NPD Group and SymphonyIRI. New this year is the Eco Beauty Award, which will recognize a product or line that has moved toward the goal of sustainability, either through formulation or packaging. Jacobson said there were more than 40 entries in this category, which is sure to grow,

A new feature of this year’s Product Demonstration was an “un-grouping” of products. Rather than keeping segments such as hair care, sun care and fragrance together, organization was alphabetical by brand, enabling attendees to quickly locate those products in which they had a special interest.

CEW president Carlotta Jacobson

What trends did Jacobson spot among this year’s entries? “There’s been a lot of growth in tools and applicators,” she said, “with more heat and LED features, products bordering on plastic surgery.”

She also cited Fat Foam hair color mousse as a “breakthrough.”

Skin care and anti-aging continue to dominate, she said—and of, course, mascara. “It’s amazing,” she said, “there’s probably a million mascaras, but users must also hold the highest dissatisfaction with them, because brands keep producing new ones each year.”

One that I took note of was the Fresh Coat Airless Mascara, from indie brand Dalton, in knockout pink metallized packaging. It emphasized Jacobson’s point that ”Indie brands are obviously going to continue to grow,” and that the great exposure at the CEW Product Demo can help in their launch and expansion, such as being exposed to a buyer from Macy’s Impulse department who toured the show floor early in the evening.

Winners of the CEW Beauty Awards will be announced at a luncheon on Friday, May 20, at the Waldorf-Astoria in Manhattan.

For more info: www.cew.org