Aug 30, 2010

Fem Bleach Hunts for the Face to represent India in Elite Model Look 2010 in China

Press release

New Delhi
Monday, August 30, 2010
  • Launches Get Famous in 15 Minutes Campaign in 12 Cities
  • Five Top Contestants to Get Featured on National Television
Chandigarh, August 27th, 2010:  Fem fairness bleaches, the leading & most trusted fairness bleach brand from the House of Dabur, today announced the launch of a unique makeover marathon – christened ‘Get Famous in 15 Minutes’. Five top contestants of this nationwide contest would get a chance to get groomed at the “Elite Model school” in Mumbai and appear in a television show on the popular youth channel UTV Bindaas. One of the top five contestants would be selected by the top international modelling agency Elite to represent India in the Elite Model Look 2010 contest to be held in Sanghai, China.
Announcing the launch of this beauty initiative, Fem Fairness Bleaches Brand Head Ms Medha Mohan said, “This campaign was launched by us, albeit at a limited scale last year, for Fem Herbal Bleach. Encouraged by the trmendous response that we recieved from our consumers previous year, we are back this time with the makeover marathon – ‘Get Famous in 15 Minutes’ with a much enlarged scale, wherein we are giving the aspiring young girls and boys an opprtunity to get famous by getting a makeover in just 15 minutes. This time round the campaign gives the consumers an opportunity to experience 4 variants of Fem bleaches – Fem Apple and Peach Bleach, Fem Milk and Pearl Bleach, Fem herbal bleach and the men’s bleach Saka– all of which are tailor made to suit different skin types. This initiative would seek to educate consumers on how to choose the right kind of fairness bleach basis their skin type and also experience the new Fem range of bleaches which are infused with the essence of natural ingredients and comes with the promise of highest safety and efficacy.”
As a part of this initiative, a Fem-branded mobile beauty studio has been created that will travel across Delhi, Uttar Pradesh, Punjab and Maharashtra. The aspirants can get a free makeover from Fem beauty experts at this ‘Studio on Wheels’. The ‘Studio on Wheels’ will travel across 12 different cities in these states. The ‘Studio on Wheels” would be screening contestants in Chandigarh till Sunday, 29th of August before proceeding to Ludhiana on 30th and 31st of August. Post the makeover, the participants can fill out a form and enter the contest of “Get Famous In 15 Minutes”. Out of the shortlisted candidates, 4 females and one male contestant will be selected by a team of experts, and will be taken to Mumbai for a grooming session at the Elite grooming school. These five winners would then be featured on a popular youth programme on UTV Bindass.
The Top 5 selected contestants would also go through a special grooming session in Mumbai to be conducted by experts from the renowned modeling agency Elite, wherein they would be given training on various aspects like Wardrobe Styling & Image Management, Personal Grooming, Ramp and Runway Techniques etc.
One out of the four selected female contestants would then be shortlisted by Elite to represent India in the coveted Elite Model Look 2010 contest to be held in Shanghai, China. “The contest is aimed at providing the girls -- not only in metros but also from smaller cities -- a platform to showcase their beauty and win a chance to represent India in the coveted Elite Model Look 2010 contest to be held in Shanghai. Unlike previous year, this year we are reaching out to more number of cities covering more number of consumers and also there will be 5 contestants who would be selected for the top slot unlike one contestant last year. Also, for the first time we are using online medium which includes direct emailers and social networking sites like Facebook to reach out to the aspiring participants of this makeover marathon.”, said Dabur India Ltd Head-Corporate Communications, Mr. Byas Anand.
About Fem
Fem Fairness Bleach is the undisputed leader in the bleach market in India and has gained the trust and confidence of millions of users over two decades. It doesn’t just give fairness by camouflaging the facial hair to match with the skin tone and removing tan , but also helps the skin to breathe a new life by removing dead cells & unclogging the pores. Fem Fairness Bleach is a fast and safe way to get a fairer and healthier skin. Just 15 minutes of application provides 15 days of radiant looking skin.
About Elite Model Look
Elite Model Look is the world’s most prestigious modelling contest, generating exceptional brand visibility year after year. It is the world’s unique springboard for talent and an unparalleled opportunity for all girls seeking a modelling career. Elite Model Look (EML) was launched in 1983 with the aim of discovering fresh new faces from across the globe. This event has managed to differentiate itself from events that are simple searches for models to become an internationally renowned launch platform for super models. This contest has launched the careers of top models such as Cindy Crawford, Stephanie Seymour, Tatjana Patitz, Gisele Bundchen and many others. National EML events are held in over 50 countries.
For Further Information, Contact:
Byas Anand
Head-Corporate Communications
Dabur India Ltd.
For Details :
Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935

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