Calling themselves “the People's Choice Awards for consumer products,” the Best New Product Awards announced the top products of its first U.S. shopper survey. They surveyed close to 50,000 U.S. grocery shoppers to find out their favorites new consumer products in the food, personal care and household categories.

77 products were in the running, with 23 winners chosen in categories such as mascara, cereal, juice, oral care, shampoo, ice cream, anti aging skin care and household cleaners. As this is a beauty column, I am only focusing on the personal care categories. Each category had at least 3 products from a minimum of two manufacturers. To win in its category, a product had to score No. 1 on product appeal and also tops on re-purchase intent among those who had purchased the product.

Olay Definity Color Recapture Moisturizer, from Procter & Gamble, took tops honors this year by winning best in the Personal Care category and Best in Show.

Other winners in the personal care category included:

Mascara: L'Oreal Paris Bare Naturale Mineral-Enriched Mascara
Anti-Aging: Olay Definity Color Recapture Moisturizer*
Hair Color: Clairol Nice 'N Easy Perfect 10
Lip Care: Maybelline Moisture Extreme
Shampoo: Pantene Pro-V Beautiful Lengths Shampoo
Oral Care: Colgate Total Advanced Whitening Toothpaste
Toothbrush: Aquafresh Deep Action
Hair Removal:Sally Hansen Spray On - Shower Off
Body Wash: Dove Cream Oil Body Wash

The Best New Product Awards are conducted by BrandSpark International.