PAST WINNERS 2020


Three Women Lisa Taddeo


THE SHORTLIST


Nadiya Bakes Nadiya Hussain MICHAEL JOSEPH


Think Like a Monk Jay Shetty THORSONS


Not a Diet Book James Smith HARPERCOLLINS


Five Minute Mum: Give Me Five Daisy Upton PENGUIN


What Mummy Makes Rebecca Wilson DK


2019


Becoming Michelle Obama


2018


 Reni Eddo-Lodge


2017


East West Street Philippe Sands


2016


Norwegian Wood Lars Mytting


BOOK OF THE YEAR NON-FICTION: LIFESTYLE


W


hat could have been a niche interest book was championed by HQ last year and it certainly made an impression on the judges for this category. “Iconic”, “comprehensive”, “accessible” and “innovative” were just some of the terms that show how captivated they were


by Caroline Hirons’ Skincare. After winning the title in a six-way auction, the publisher set out to position


the beauty guru’s first book as the go-to reference tool for both skincare novices and dedicated fans. Our judges thought they were successful: the content is inclusive, with both affordable and high-end products, and gives advice for all ages, skin colours and budgets. The judges commended the campaign for its “canny” and “bold” approach


WINNER Skincare


Caroline Hirons HQ


and the publisher’s ability to build on the author’s dedicated online following. Even during the most challenging times of the pandemic, HQ maximised the campaign’s impact at every turn, and even took a prime-time advertising spot during ITV’s “Coronation Street” to supplement online marketing. The team succeeded in breaking the book beyond Hirons’ core fans: it has


sold more than 138,000 copies through Nielsen’s TCM to date, excluding lockdown-era sales.


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