The Lippy Awards saw a judging panel select winners in such categories as 'best sheer lipstick and 'best gloss for career wear, alongside a 10-day 'Love your lipstick shopping bonanza' offering readers and OCBC Robinsons credit cardholders exclusive deals on the awarded lipsticks. A shopping backer card was included in every copy of the magazine, entitling readers to deals, while direct mailers were sent out to more than 100,000 OCBC Robinsons credit cardholders.
Other collaterals included in-store posters and booths. "Seventy-eight per cent of readers in the last readership survey by ACNielsen last year purchased beauty products after seeing them featured in the magazine," explained ACP Asia marketing director Charlotte Goh. "By tying up with our advertiser Robinsons, we bring the promotion and awards back to the retail floor by creating opportunities for business and also driving usage for the credit card by offers and discounts."
A range of in-store activities were also conducted with the winning brands, including Lancôme, Christian Dior and L'Oréal, offering readers the chance of makeovers and consultations.
