BREAKING NEWS & VIEWS
Ebony Recruits Bloggers for New Beauty Awards Program
Tuesday, August 23, 2011
The new program was a pure editorial program, Ebony CEO Desiree Rogers tells minonline. The company did not solicit any advertising from companies that won awards, but the brands were notified of the win and can use the Beauty and Grooming Awards stamp to market their products. Winners included Revlon Super Lustrous Lipgloss, Biore Steam Activated Cleanser and Miss Jesse's Quick Curls.
The program aims to launch a new franchise for Ebony that the company can extend to print, digital, retail and mobile applications. The program wisely leverages the existing beauty blogger community both as real-world judges of product but also as buzz-generators to create grass roots marketing for the program. Some of the top blogger judges are featured with their product reviews at Ebony.com.
Ebony has partnered with longstanding sites like the five-year-old Afrobella.com and TheMakeupGirl.net in the effort.
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