Skincare

What could have been a niche interest book was championed by HQ last year and it certainly made an impression on the judges for this category. “Iconic”, “comprehensive”, “accessible” and “innovative” were just some of the terms that show how captivated they were by Caroline Hirons’ Skincare.

After winning the title in a six-way auction, the publisher set out to position the beauty guru’s first book as the go-to reference tool for both skincare novices and dedicated fans. Our judges thought they were successful: the content is inclusive, with both affordable and high-end products, and gives advice for all ages, skin colours and budgets.

The judges commended the campaign for its “canny” and “bold” approach and the publisher’s ability to build on the author’s dedicated online following. Even during the most challenging times of the pandemic, HQ maximised the campaign’s impact at every turn, and even took a prime-time advertising spot during ITV’s “Coronation Street” to supplement online marketing.

The team succeeded in breaking the book beyond Hirons’ core fans: it has sold more than 138,000 copies through Nielsen’s TCM to date, excluding lockdown-era sales.