This morning the GQ Grooming Awards 2012 ceremony took place in the guise of a special breakfast at the illustrious Corinthia Hotel. Alongside GQ’s Style & Grooming Editor Jessica Punter, the judges this year were TV and radio presenter Dermot O’Leary, perfumer and founder of Byredo, Ben Gorham, GQ’s feature writer Jamie Millar, Brendan Murdock, founder of Murdoch London, fashion designer Roland Mouret, creative director of Daniel Hersheson, George Northwood and Jason Wilary-Attew, the premium beauty buyer at John Lewis.

At a substantial risk of sounding like a broken record, it seems that once again the GQ Grooming Awards of 2012 are more a celebration of the brands marketing budgets in those criteria, rather than the efficacy of the products themselves. Once again dominated by the likes of Clinique, Clarins and L’Oreal the allocation of the awards is dubious to say the least – the height of this criminality being highlighted by a Fragrance Brand winning in the ‘Best New Aftershave Balm’ category and the GQ Reader’s Choice awards going to the exact same winners as last year… Nonetheless, here are the winners of the GQ Grooming Awards 2012:

BEST IN BODY

New Body Product – Neroll Portofino Shower Gel by Tom Ford
New Tanning Product – Prolonged Tanning Intense Hydration Repair Cream by Lierac
New Suncare Product – Sun Care Milk-Lotion Spray SPF 50+ by Clarins

BEST IN FRAGRANCE

New Fragrance – Un Jardin Sur Le Toit by Hèrmes
New Bottle Design – Colonia Assoluta Special Edition by Acqua Di Parma

BEST IN FACE

New Moisturiser – Super Moisture Balm by Clarinsmen
New Target Solution – Clinique Skin Supplies For Men Anti-Fatigue Cooling Eye Gel
New Anti-Aging Product – Sisleyüm For Men Anti-Age Global Revitalizer by Sisley
New Cleanser or Scrub – Oléa-Scrub Gel by Kéraskin Esthetics

BEST IN SHAVE

New Shaving Gel or Cream – Tough Stubble Shave Gel by L’Oreal Paris Men Expert
New Aftershave Balm – Bleu De Chanel Aftershave Balm by Chanel
New Razor/Shaver – Fusion Proglide Power by Gillette

BEST IN HAIR

New Shampoo –  Organic Orange Blossom Shampoo by Label.M
New Styling Product – Yokan Craft Texturizing Melt by Shu Uemura Art of Hair
New Target Hair Solution – Densi-Recharge Daily Hair Densifying Food Supplements by Kérastase
New Conditioner  – Weightless Shine Conditioner by Sebastian Professional

GQ.COM Reader’s Award

Best in Fragrance – Boss Bottled by Hugo Boss
Best in Face – Nivea for Men