Dabur India’s brand Oxybleach has tied up with Pure Model Agency to launch India’s International Face 2010 (IIF), a nationwide search for one deserving male and one deserving female, who will be given a chance to take centrestage in the fashion capitals of the world.
Fashion photographer Subi Samuel and hair stylist Hakim Aalim are part of the team that will guide the contestants.
The pan-Indian search for the two talented Oxybleach IIF faces is already underway. The entries will be chosen from regional pageants and will be judged for their ability to carry good looks, an attractive figure and the oomph factor.
Vikas Mittal, Executive Vice President - Marketing (Personal Care), Dabur India Ltd, said, “Dabur is India’s second largest beauty care company offering an array of products that revive your skin. Oxybleach is a modern, contemporary brand, which not only rejuvenates your skin, but gives instant makeover to women leading a hectic, fast-paced life. India’s International Face, in many ways, mirrors the values of Oxybleach, making us the perfect fit as the title sponsor. Oxybleach is also proud to offer aspiring participants a chance to make it in the Top-6 finalists directly through a wild-card entry by writing about their ‘Oxybleach-moments’.”
Mittal further said, “The association definitely helps us in strengthening the brand’s positioning as a modern and contemporary skincare brand associated with beauty of a woman. Leveraging this association, the brand has been reaching out to its TG through various ground activations, print, radio and television prmotions. Also, the female winner of the contest will be the face of Oxybleach and will win a modeling contract with the brand. So, this association also helps us find a new international face for the brand as well.”
He added, “This is the hunt for India’s International Face, a face that would represent India on the international ramps by being part of the Milan and Paris fashion weeks. While there are good models in India, the number of models who have made a mark on the international fashion seen are very few and far in between. With this event, we intend to identify those Indian faces who would truly represent India in the Indian fashion scene.”
The regional auditions were organised in Delhi, Mumbai, Chandigarh, Pune, Kolkata and Bangalore, following which 12 contestants have been shortlisted for the grand finale. These candidates are currently undergoing grooming and training by experts to hone their skills and attitude at The Westin Hotel, Mumbai. The sessions will be captured in an eight-part series to be exclusively aired on Zoom.
The Oxybleach IIF finalists will also be featured in the 2011 calendar shot by ace photographer Subi Samuel, who said, “It is an excellent platform for any fashion professional to get recognition on an international platform. I am here to share what I have learnt in the industry, to pour out my experiences - both good and bad. It is my privilege to associate and be a part of this excellent endeavour by Zoom Active.”
Hair styling expert Hakim Aalim added here, “Oxybleach IIF will give the contestants a platform to be on the international scene in a big way. Indian beauty and talent is respected globally. I am really going to enjoy giving all the participants makeovers.”
The event culminates in a grand finale in Mumbai on July 21.