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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

Beauty Trippin'

Finalist in Beauty

About this entry

For ten years, DEFY's Clevver brand has been bringing young Millennial women original, personality-driven programming that celebrates not just the best in pop-culture, but also the importance of being themselves. In 2014 Clevver launched Beauty Break, a beauty tutorial series that struggled to find an audience. But before canceling the series, the creators reviewed what part of the show was working—the fans loved when the hosts were being themselves—flaws and all. The format of the series was revamped, with hosts Lily Marston and Joslyn Davis no longer pretenting to be beauty experts, but now having fun and testing just about any beauty product no matter how outreageous.

With 1.3 million average views an episode, Beauty Break became the biggest series on Clevver Style. Fans tuned in every Thursday and Saturday to watch Lily and Joslyn try everything from fish pedicures to edible makeup, and make their own suggestions on what the hosts should experiment with next.

As a brand that strives to contiunously provide scheduled, quality programming, Clevver wanted to launch a new series that embodied the same characteristics as Beauty Break, but would allow the hosts to experiement with beauty trends on a much larger scale.

Why does this entry deserve to win?

In 2016 Clevver launched the Beauty Break spin off, Beauty Trippin', where hosts Joslyn and Lily travel outside the Clevver studio to test out trends that can't be done on the Beauty Break set (i.e. cryotherapy or urban sweat lodges).

In each episode, Josylyn and Lily venture out of their comfort zones to embark on a new beauty adventure usually derived from a fan suggestion. Similar to Beauty Break, Joslyn and Lily create a relatable and inclusive experience for their viewers who join them each step of they way as they test out everything from snake venom facials to "twerk-outs."

Results

The show's premiere episode, The Slim Wrap Treatment, reached over 500K views in three days. Beauty Trippin' is now in its second season and averages 1.1 million views per episode.

Beauty Trippin' has also become one of the top series on the Clevver Style channel, and has significantly contriubuted to a 67% growth in Clevver's YouTube subscribers in just one year.

Media

Video for Beauty Trippin'

Produced by

DEFY Media

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.