The 9th edition of the 2024 IT AWARDS at MakeUp in NewYork has once again set the stage for the future of beauty. This year, 53 exhibitors showcased an impressive collection of 108 makeup and skincare innovations, vying for recognition in four key categories: Accessories (7 entries), Formulation (56 entries), Full Service (22 entries), and Packaging (23 entries).
A significant theme emerged from this year’s competition: the sensory experience. With 38% of participants highlighting the sensory appeal of their products as the key differentiator, it was clear that creating an engaging, multi-sensory journey for the consumer is at the forefront of innovation. The products on display demonstrated a remarkable pursuit of balance—between efficacy, aesthetic appeal, and sustainability. As jury member Florence Bernardin, aptly put it, “The winners present a perfect balance of what makes a highly desirable cosmetic product today, focusing on all key aspects: flexible, hybrid, transformative, sensory, infused with intense care, and sustainable.”
This year’s winners are not just products; they represent a new generation of cosmetics that blur the lines between different categories and applications. These innovations offer consumers a unique blend of benefits, pleasure, and practicality, ushering in what Bernardin describes as the ‘quiet desire’ trend. With immersive textures, user-friendly designs, and a commitment to ease of use, these products signal a shift towards beauty that is both luxurious and subtly captivating.
As we look forward to the outcomes of this year’s IT AWARDS, it’s clear that the future of beauty lies in creating products that resonate on a sensory level, offering consumers more than just efficacy—they promise an experience. Stay tuned for more insights from this exciting journey into the next chapter of cosmetic innovation and make sure to attend the IT Awards Ceremony to see the winners announced live at the show!
IT Awards Ceremony
Wednesday, September 18th @ 9:30am in the Conference Room
Check Out Feedback from the 2024 MakeUp in NewYork IT Awards Jury on Some of the Finalists!
“Comfortable to leave on. Moisturizes well and leaves skin plumped and smooth. The thinness of the mask is well felt, it does not slip & adheres very well to the face.” – Héloise Lefebvre
“The innovative formulation creates a texture that feels like chalk to the touch, creamy to hold, and evanescent upon application. This unique texture allows for smooth and effortless blending, facilitating the achievement of a flawless finish.” – Luisa Olivia
“Intelligent dosing system combining simplicity and precision of dosage. Useful in the field of fragile powders.” – Daniel Saclier and Jean-Louis Mathiez
“Melts into the skin upon application with a beautiful makeup result.” – Charlotte Marion
“Traditional single-material brush enriched with a new functionality.” – Christophe Delrive
“Innovative formula with a very pleasant texture transformation that lives up to its promises, contained in an attractive and eco-designed packaging.” – Aïmara Coupet
