CQL Receives HERMES Platinum Award for Exemplary Work with Makeup Geek

CQL Earns 2020 HERMES Creative Award

Administered by the Association of Marketing & Communication Professionals, the HERMES Creative Awards honors the creative industry’s best branding collateral and websites, as well as marketing and communication programs. Each year, they present Platinum and Gold Awards to companies that bring their ideas to life through traditional and digital platforms.

CQL was selected as a Platinum Award recipient for its work on behalf of Makeup Geek, a leading cosmetic company. The Platinum Award is the highest honor given by the HERMES Creative Awards and represents CQL’s exemplary digital marketing campaign efforts on behalf of Makeup Geek. The beauty brand was launched in 2011 by Marlena Stell, a well-known beauty influencer. The company is enjoying an expansion from a once online-only brand into physical retail through an agreement with Target stores nationwide. 

In 2019, CQL and Makeup Geek launched a refresh of its product lineup, which included a new color-theory-based system of eyeshadows called The Matrix, plus an overall brand refresh that came to life through a new marketing campaign called Shades of You. The award submission represented the entire Shades of You digital marketing campaign. This effort included developing new product packaging, creating design assets to use across digital channels (website, email, social, paid search, paid social, and press) and offline channels (press kits, order inserts, and product catalogs), and launching live makeup tutorials with influencers using the new Matrix color theory palettes. 

The results were remarkable. Just three weeks after launch, the campaign drove Makeup Geek’s largest revenue-generating period in years, increasing sales by nearly 600% and doubling average order values over the previous year. 

The Platinum Award is a tremendous achievement. HERMES Creative Awards receives nearly 6,000 entries from throughout the United States and dozens of other countries. 

CQL is a digital commerce agency that connects inspiring brands with the people who love them. We serve retailers and manufacturers with a cross-discipline team that delivers strategic insights, design-thinking, and unparalleled technical expertise. For more information on CQL and its digital solutions, visit www.cqlcorp.com.

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