How Beauty Brands Make the Most of Their Finalist and Winner Badges

A Simple guide to using your award badge

As we head towards the Universal Beauty Awards results on 1 February, many brands have already been asking how best to use their finalist or winner badges once they receive them. It is a fair question, because these badges often end up becoming some of the most useful assets a brand has for the year ahead.

One of the first things to know is that the Universal Beauty Awards does not charge licence fees. Once a brand receives a finalist or winner badge, it can use the artwork freely, in perpetuity, across print, social media, digital campaigns, packaging, in-store displays and even TV if needed. There is no renewal period and no restrictions on where it can appear. This flexibility is one of the reasons so many brands tell us they get far more value from their award results than they originally expect.

Most brands start by sharing the news with their PR teams. A badge is a simple proof point that editors and journalists understand immediately, and it often helps a pitch stand out in a busy inbox. Some teams choose to issue a full announcement, while others fold the badge quietly into launch materials, look books or media notes.

Retail conversations are another place where badges naturally find their way. Buyers like to see external recognition, especially in competitive categories. A finalist or winner badge can support listing discussions or help frame a product’s position within a wider range. For smaller or newer brands, the credibility it provides can make early conversations feel more grounded.

Online, the badge tends to have an even longer life. Adding it to a product page is one of the easiest wins, as it reassures customers at the moment they are deciding whether to purchase. Many brands also include badges on their retailer listings or in email campaigns, where the visual cue can lift trust without needing extra explanation.

Social media is where badges can be used most creatively. Some brands post a simple announcement, while others build Stories that explain the judging process, share behind the scenes moments or highlight team celebrations. Awards often give brands an excuse to talk about their product in a fresh way, and these posts usually perform well. A few brands also create short blog pieces about their award, which later feed into newsletters or seasonal campaigns.

Packaging is another option, especially when a redesign or new production run is planned. Even a small on-pack mention can make a difference on shelves and online. It acts as a quiet endorsement and gives consumers a little more confidence when comparing products.

Finalist badges hold value too. Many indie brands tell us that becoming a finalist gives them something tangible to share, even if they do not take the top spot in their category. It is a recognised achievement that can support visibility throughout the year, particularly for brands working with limited marketing budgets.

With the Universal Beauty Awards 2026 results due on 1 February, this period is a good time for teams to think about where they might want to feature their badge. Whether it is through PR, retail conversations, packaging updates or social content, these badges often become yearlong companions that help strengthen a product’s story long after the awards have taken place.