Although Living Proof’s Full Thickening Cream only fully launched in January, it’s already garnering national attention—and not just from the beauty industry. Full has been named a finalist in the 2010 Edison Best New Product Awards under the Consumer Packaged Goods, Personal Care category!

Every year, the Edison Awards Steering Committee looks at several different products and judges it based on its marketplace innovation, marketplace success, technological innovation, market structure innovation, and societal impact (how the product improves the consumer’s lifestyle and/or increases their freedom of choice)

According to the Edison Awards press release, the Edison Best New Product Awards are well-renowned for “recognizing and honoring innovation and excellence in the development, marketing, and launch of new products.” The winner must not be a revelation in today’s market, but must personify the legacy of the award’s namesake: Thomas Edison.

The Edison Best New Product Award is handed out in 10 categories: Consumer Packaged Goods, Science & Medical, Lifestyle & Social Impact, Energy & Sustainability, Industrial Design, Living & Working, Environments, Media, & Visual Communications, Transportations, and Electronics & Computers.

Living Proof Full Thickening Cream will compete against Covergirl & Olay Simply Ageless Foundation and Always Infinity Feminine Protection Pads for the Best New Product Award in Consumer Packaged Goods—Personal Care Segment.

When announcing the finalists at New York’s Friar’s Club, Sarah Miller Caldicott, the great grandniece of Thomas Edison and Edison Awards Steering Committee chair, said, “Innovation is more important now than ever. The finalists we announced today are the moving parts in the engine of economic growth. They inspire people to think outside the box and improve the lives of people around the world.”

Here at Living Proof, we are incredibly honored to have been chosen as a finalist for this prestigious award!