Ipsy doubles down on creator initiatives with awards program and Times Square billboard

On June 6, Ipsy, the membership-based multi-brand beauty retailer launched in 2011, hosted its second-annual awards dubbed the Ipsies, meant to be a tool for IRL community building. The brand has generated over 200 million reviews, averaging 3.3 million monthly ratings on the products it sends out to its members. The awards program allows the company to highlight what its customers have loved the most. In addition, the awards honor brands and creators.

Brand and product award winners are based on a combination of the Ipsy community’s ratings and survey feedback. “We generate more ratings than Yelp on the products we offer,” said Karen Chimal, Ipsy’s director of creator partnerships.

The creator categories, however, are chosen by the Ipsy community. Three awards were given to creators: the Trendsetter, for a creator who is early to or sets trends; the Content Powerhouse, for someone super-active in posting content; and the Community Activator award, for a creator with the most engaged fans.

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