Quest for four healthy beauties


(Back row) Cho (left) and Lauridsen with dancers at the exclusive launch of The Face of Healthy Beauty search at Aloft Kuala Lumpur Sentral.

GUARDIAN Malaysia has launched a nationwide search for four brand ambassadors who best fit the bill as “The Face of Healthy Beauty”.

Touted as the first-of-its-kind in Malaysia, this search for “The Face of Healthy Beauty” is open to all Malaysian women aged 18 and above.

Each winner will be Guardian Brand Ambassador for one year and receive RM10,000 cash, RM10,000 in Guardian vouchers and RM5,000 cash contributions in aid of a charity organisation of their choice.

They will also be featured on the Guardian’s Brand Catalogue cover in addition to receiving products from participating sponsors.

At the exclusive launch event held at

Aloft Kuala Lumpur Sentral, Guardian Health and Beauty Sdn Bhd (South-East Asia) chief executive officer Soren Lauridsen said their customers believed that true beauty came from a healthy physical and mental well-being.

“Health and beauty are intertwined. The physical beauty is part of it, but we found that inner beauty is important for our customers, too,” he said, adding that the quest was not meant to be a beauty contest.

“She (the brand ambassador) is a person who lives life to the fullest in a healthy way, and has a distinctive style and pleasant personality,” he said.

Lauridsen added that women who personified the “healthy beauty” life could apply for the competition.

Guardian Health and Beauty (South East Asia) marketing director Cho Do Youn said each entry must be accompanied by a purchase from any Guardian store.

The contestants must be Malaysian citizens and able to speak English, Bahasa Malaysia or Mandarin fluently.

“They must also not be brand ambassadors of other brands,” he said.

Participants need to upload a 30-second video introducing themselves and indicating why they want to be the face of healthy beauty, accompanied by a full length photo and a close-up passport-sized photo of themselves.

Entries must be submitted online at theface.guardian.com.my.

One hundred shortlisted participants will attend the semi-finals in Johor Baru City Square, Gurney Plaza Penang, Central i-City Mall Shah Alam and 1Borneo Hypermall Kota Kinabalu, Sabah.

Four semi-finalists from each region will go to the grand finals in Shah Alam on July 27.

In addition to the four winners,

there will be eight category winners who will be awarded by sponsors as the Most Healthy (Blackmores); Most Elegant (Bio-essence); Most Youthful (Garnier); Most Expressive Eyes (L’Oreal); Most Passionate (Maybelline); Most Confident (Nivea); Most Cheerful (Safi) and Most Charming (TRESemme).

Guardian customers can also vote for their favourite finalist from July 8 to 24 on the microsite.

The votes received for each finalist will contribute 50% of the total scores at the grand finals.

Customers can earn more votes with purchases at Guardian.

For one vote, no purchase is required while for five votes, they need to purchase any item from Guardian and for 10 votes, they need to purchase any participating sponsor brands in a single receipt.

If that particular contestant wins in the grand finals, then she will do a draw to pick her lucky voter.

A total of four draws will be done. Each winner will pick one voter. The selected voter will be rewarded RM500 worth of Guardian vouchers.

There will also be a Scan and Win contest for customers from June 10 to July 7.

QR codes will be placed in Guardian stores for customers to scan, after which they need to answer four questions related to healthy beauty to receive an instant voucher for their next purchase.

Lauridsen said contestants will be judged only based on their “balanced” lives.

“The judges will have a good eye for this,” he said.

On the targeted entries, Lauridsen said the search covered a broad scope as it was based on how the women felt about themselves and not just about physical appearance.

He hoped that this would encourage more women to participate.

Cho said four locations – Johor Baru, Penang, Klang Valley and Sabah – was picked for the pre-selection as they had many stores in these areas.

“If this campaign is successful, we have plans to make it an annual one for men too,” he said.

The panel of five judges including local celebrities.

For details, visit theface.guardian.com.my or its Instagram #guardianmalaysia and #FACEofguardianMY


   

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