Beauty brand Mary Kay held its Dream Beautiful Finale fashion show last night, turning its search for a pair of brand ambassadors made up of a model and a beauty consultant into a week of celebrity-led master classes and a live finale show.
The brand sticks to its girl-next-door brand image by calling for applications from ordinary women who aspire to be make-up artists, in turn discovering and mentoring other women to model for them in the competition.
Mary Kay relies strictly on referrals and network marketing. That’s why creating a competition involving beauty consultants – the very people who market Mary Kay and its products – could also be seen as a kind of staff engagement event.
Over 290,000 submissions were received across nine markets in Asia – China, Taiwan, Singapore, Malaysia, the Philippines, Korea, Hong Kong, Australia and New Zealand – from beauty consultant and model pairings.
Local contests were organised in each market and a total of 24 finalists were selected to participate in the finale week of activities.
The finale show was held at Shaw Studios in Tseung Kwan O, spanning a whopping 20,000 square feet, and attended by around 500 stars, journalists and VIP guests, including Mary Kay staff members and beauty consultants from markets such as mainland China and the Philippines.
Get more information, facts and figures about Mary Kay, click here for the Mary Kay overview.