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