Thanks JF.Yes, the public (in this case Marie Claire readers)...

Thanks JF.

Yes, the public (in this case Marie Claire readers) decide the winners in each category. Finalists were selected from submitted new products launched this year which were then chosen by a panel of "expert judges" with extensive experience in each of the categories.

My guess is that winning by public vote would be an uphill battle when you're a newbie up against the established brand recognition and marketing dollars of the big boys.

However, at the very least, it is a valuable form of peer endorsement, excellent public and cosmetic industry exposure for the Elixia brand and, crucially, will highlight our product's unique selling proposition - TPM.

Gotta be happy with that, JF!