January 27, 2012
Fashion and beauty bible InStyle has secured John Lewis as sponsor of its annual Best Beauty Buys awards, with a cross-platform partnership including the launch of a Best Beauty Buys app.
As well as sponsoring the awards evening, John Lewis will have activity integrated within the Best Beauty Buys supplement and in-store events, on www.instyle.co.uk and within the new Best Beauty Buys app.
The new app for the awards will be free for users and available on all smartphones. As well as presenting the winning products, the app allows users to buy more than 50 of the winning products via the John Lewis website. The app will have updated content throughout the year.
John Lewis is also sponsoring a new award, the John Lewis Beauty Icon Award, voted by more than 1,000 beauty fans on its Facebook page. In addition, Amanda Scott, the store’s head of beauty buying, joined the expert judging panel.
Rachel Swift, head of marketing, fashion and beauty at John Lewis says: “We are delighted to be working with InStyle’s Best Beauty Buys for the third year running. The awards are the industry gold standard and our association with them has consistently driven beauty sales and helped position John Lewis as the authoritative voice of beauty. In 2012 we are extending the partnership with in-store events and the exciting launch of the Best Beauty Buys app.”
Rita Lewis, newly appointed publishing director of InStyle, adds: “InStyle’s Best Beauty Buys have always been eagerly anticipated by both readers and the beauty industry. With beauty a core pillar of our brand DNA, we are proud to showcase the best beauty products to our readers and users, and for the first time to be encouraging instant purchase.”
InStyle’s 100 Best Beauty Buys are chosen by a 151-strong panel of industry experts, including celebrity stylists. Winners will be revealed at a ceremony at the Mandarin Oriental, London, on 31 January.
The March issue of InStyle, which features the Best Beauty Buys supplement, goes on sale from 2 February.
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InStyle is the insider’s fashion and beauty bible, with an eye on upcoming talent in film, fashion and beauty. Along with a-listers, InStyle showcases the very best of international style talent, offering expert advice and an inspirational edit. The British edition of this international title was launched in 2001 and is now established as one of the leading fashion magazines in the UK. The instyle.co.uk website launched successfully in May 2007.
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