The call to enter the 2012 FAIRLADY Consumer Awards has been announced in the March issue of the magazine, which is currently on shelf. The powerful punch factor of the awards, renowned for their fairness, accuracy and identification of the best products on the shelf, has led to record increases every year in the number of entrants, who clearly recognise the value of being a FAIRLADY Consumer Award winner.
Last year’s awards received a whopping 112 entries in nine categories. This year, FAIRLADY has broadened the scope of the awards by more than doubling the number of categories.
With the average supermarket already stocking as many as 33 000 brands, and the word ‘new’ appearing on as many as 1000 product labels every year, consumers can easily feel daunted by the vast array of products on shelf. According to FAIRLADY editor Suzy Brokensha: “The number of entries received last year is a direct testament to the weight of the award in today’s busy consumer marketplace. The FAIRLADY Consumer Awards have earned a widespread reputation for providing honest, fair and valuable product comparisons, and that influential stamp of approval is a key motivator for entrants.”
Previous winners of the FAIRLADY 2011 Consumer Awards in various categories include quality brands such as Willow Creek’s Extra Virgin Olive Oil (Best Store Cupboard Must-Have), Boschendal’s Le Grand Pavillon Brut Rose (Alcohol), Soylite Moisturising Candles (Health & Wellness) and much loved comfort-food Marmite (Cereals and Breakfasts), the iconic spread that many of us grew up with.
With the introduction of new categories including Best Pet Product (toys and grooming), Best Toys for Children and Best Cap Classique –now 20 in total — there are more opportunities than ever for great South African products to be recognised, says Brokensha.
The panel of judges tasked with the tough job of rigorously trying, tasting and selecting the finalists include FAIRLADY editor Suzy Brokensha and FAIRLADY speciality editors 
. In addition, each category will have at least two speciality judges.
The awards are open to all FMCG products and entries will be processed through thehttp://testhouse.fairlady.com <http://testhouse.fairlady.com/> online hub. Launched last year, the easily accessible one-stop hub provides users with a cyber warehouse where they can access all the information they need with regards to consumer reviews, tips, information and trusted ratings on all-things consumer.
According to Brokensha the entry form has been significantly simplified this year to speed up the entry process and make it as simple as possible for entrants. “The entry format also now allows one brand manager to add multiple entries on one entry form,” says Brokensha. “This makes it easier for the brand managers of big portfolios to enter as many products as they’d like on one form, thereby ensuring that we can review as many products as possible, from which to select the top products that South Africa has to offer.”
Brokensha says that FAIRLADY readers and consumers have always played a powerful role in determining which products take centre stage on shelf and with this in mind, FAIRLADY has once again invited readers to vote for their favourite products from all of the FMCG product entries that are processed through the online hub and appear on the website.
“We also have a reader competition attached to the voting process for the Reader’s Favourites Survey. The awards wouldn’t be the same without input from our readers, who are on the ground, actively using and experiencing the products every day. The competition acknowledges the critical value of word-of-mouth, which plays a major role in consumer decision-making,” says Brokensha.
So if you would like to shout out your favourite doggie-friendly brush as the Best Pet Grooming product, or vote for the latest low-fat lunchbox treat or must-have for your arsenal of cleaning products, go to www.testhouse.fairlady.com <http://www.testhouse.fairlady.com/>
Entry forms are available online at www.testhouse.fairlady.com <http://www.testhouse.fairlady.com/> or email [email protected] for more information. The 2012 winners will be announced in the October issue of the magazine.
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