The first-ever Glossy Awards Europe recognizes the companies transforming the European fashion and beauty industries. The inaugural jury panel, tasked with determining which submissions represented the highest level of work, included executives from Work&Co, Glamour U.K. and Fekkai Bastide Retail Brands, among others. 

For its Tiffany & Co. Fragrances holiday campaign, Coty has been awarded Best Non-Digital Marketing Campaign and Best Physical Retail Launch, Beauty. Fragrance is a popular holiday gift. Looking to capitalize on the season, Coty-owned Tiffany & Co. Fragrances built in London’s St. Pancras Station a larger-than-life display in the form of a scented Christmas tree with 1,800 decorations that diffused Tiffany’s signature fragrance at key intervals throughout the day. Customers who were lured in by the scent were able to purchase the fragrance at the pop-up shop, which accompanied the display. Coverage by major media outlets in the U.K. and abroad helped make 2018 an extremely lucrative season for the brand. 

Triple threat Spring Studios, which hosts some of the fashion industry’s most prestigious events, handles end-to-end logistics for events and boasts an integrated creative agency, teamed up with MAC to introduce a concept for its Studio Fix Fluid foundation which focused on four skin looks: Fresh, Devy, Matte and Full. The resulting “What’s Your Thing?” campaign film, which launched in cinema and was cut down and repurposed for digital channels, featured models, singers and MAC artists bringing each skin look to life. The result: The duo has been awarded Best Use of Video by a Beauty Brand. 

The achievements don’t stop there for Spring Studios, which has taken the fashion-focused Best Use of Video award as well. The recognition is based on its partnership with lingerie brand Myla, which was founded in 1999 but relaunched last year with a brand new look. Myla styles, which can be found in London’s Selfridges, as well as on Net-a-Porter and Farfetch, were featured in a ’60s-inspired brand video campaign focused on the era of the liberation of women. It was utilized across digital channels in fall 2018 and spring 2019. 

See the full list of this year’s winners below.

Best Brand Collaboration
Farfetch and Syte – See it, Snap it, Shop it

U.K.-headquartered luxury fashion retail platform Farfetch connects consumers in almost 200 countries with items from the world’s best brands, boutiques and department stores. Through its ‘See it, Snap it, Shop it’ collaboration with Syte, shoppers are able to snap a picture of their outfit inspo and shop similar options in the Farfetch inventory, all from their phones. As visual search finds its place in the industry, it was paramount that those interested in utilizing the feature were educated about its functionality. Awareness-focused campaigns aided the rollout.

Best Breakthrough Startup, Fashion
NA-KD

Privately-owned fashion brand NA-KD has found its footing in the ecommerce space within markets like Germany, the Nordics, France and the U.K. Over 100 brands actively sell on its site, but the namesake brand remains responsible for over 80% of the revenue and has quickly become the third-most-mentioned brand on Instagram in Europe, behind giant Zara and Swedish watch company Daniel Wellington. 

Best Digital Experience
Send Me A Sample and Benefit Cosmetics

Benefit Cosmetics is behind cult favorite products like Hoola bronzer and the POREfessional Primer, among others. In re-launching the POREfessional Primer with a new formula, the San-Francisco native company became the first cosmetics brand in the U.K. to use voice to get one of its products into the hands of potential customers, via a partnership with Send Me a Sample. The pair launched a voice-led product trial campaign that allowed those served highly targeted Facebook ads to request that their voice assistants, “Send me a sample of Benefit.” One-hundred percent of samples were redeemed in 96 hours.

Best Ecommerce Experience, Beauty
Clinique x Qubit

Few things happen as frequently as the purchase of a Clinique product, which occurs every five seconds. The wide range of inclusive makeup and dermatologically tested skin care has increasingly been purchased online, thanks to the brand’s partnership with ecommerce experience leader Qubit. The Google-alum headed software-enabled Clinique to offer a skin quiz on their site, which resulted in personalized product recommendations and even replenishment notifications when a purchaser returned to the site after a specific period of time.

Best In-Store Tech, Beauty
Play Retail – OPI Digital Nail Trial

Retail design agency Play Retail teamed up with Coty-owned nail care leader OPI to create a try-on experience that would ease the stress of the nail color selection process in crowded and fast-paced travel retail environments like duty-free shops. Play designed and produced free-standing units with built-in AR technology allowing shoppers to see a shade on their hand before purchasing. Goodbye, unflattering colors.

Best Influencer Campaign, Beauty
Traackr and Kiehl’s – Ultra Facial Cream Launch

Old-world apothecary Kiehl’s has long invested in building relationships with influencers whose personal brand ethos align with its own. One of the brand’s most long-standing and successful partnerships is with U.K.-based lifestyle blogger Anna Newton, who it trusted entirely with its Ultra Facial Cream re-launch. The campaign included Instagram posts and stories, a blogpost with shoppable links and a 48-hour discount code available to Newton’s followers. Once shared by Newton, the content was repurposed and shared via Kiehl’s proprietary channels. The result? Proof that longstanding partnerships pay off.

Best Influencer Campaign, Fashion
Buzzoole – A Year With Ralph Lauren

Legacy brand Ralph Lauren enlisted influencer marketing platform Buzzoole to attract millennial shoppers across markets in 2018. The pair rolled out a number of campaigns, all vastly different in nature and scale, each with a younger cohort in mind. Throughout the year of the partnership, the pair worked in step with iconic events like Ralph Lauren Polo, and Wimbledon among others.

Best Loyalty Program
LuisaViaRoma and Antavo

Florence, Italy–headquartered LuisaViaRoma, which attributes 95% of total revenue to online sales, partnered with loyalty management platform Antavo to construct a tiered loyalty program called LVR Privilege. One of the most coveted perks: ‘Sneakers Club’ members with certain points balances can access and unlock the ability to buy exclusive pieces not available to non-members.

Best Non-Digital Marketing Campaign
Coty Luxury UKI and Tiffany & Co. Fragrances

Best Physical Retail Launch, Beauty
Coty Luxury UKI and Tiffany & Co. Fragrances

Best Product Launch Campaign
Farfetch and Syte – See it, Snap it, Shop it

Farfetch and Syte’s partnership has already won them a Glossy Award for Best Brand Collaboration. It also lands them the Best Product Launch Campaign accolade for their awareness-focused capability rollout.

Best Use of Video by a Beauty Brand
Spring Studios – M.A.C. “What’s Your Thing?”

Best Use of Video by a Fashion Brand
Spring Studios – MYLA