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Thursday May 7, 2009

Estée Lauder Model Search kicks off

Story & photos by MAYANG ISMAIL

The Estée Lauder Model Search Contest 2009 kicked off this week. It is the third year that the search for the Estée Lauder model is on.

The Estée Lauder beauty counters at the MidValley Megamall Centre Court attracted not only young hopefuls but also mothers and even grandmothers.

The Estee Lauder Model Search has begun.

Bank supervisor Yunn Choo, 24, who was there said she was attracted to Estée Lauder's package.

"The package is interesting," she said.

Yunn Choo: 'It's a good way for me to learn a few make-up tricks from the experts.'

"It's a good way for me to learn a few make-up tricks from the experts."

But the Estée Lauder Model Search Contest is not just about promoting the brand's products to consumers. The entire campaign speaks of strong, beautiful women who have qualities that are not defined by age, said Yap Mei Fong, Estée Lauder's senior public relations manager.

"We are looking for women who have qualities that can speak of the brand, which believes that beauty can be of any age," said Yap.

The "search" is divided into two categories – Category A for women 29 years old and below and Category B for women aged 30 years old and above.

To participate, customers just need to purchase a RM280 Estée Lauder Model Search 2009 Portrait Package. This will entitle them to an on-the-spot full makeover by the brand's professional make-up artists. The makeover does not stop with just make-up application as participants will also have their hair styled by Miko Hair Studio & Academy.

Once the make-up has been applied and the hair styled, participants will be asked to choose any one outfit from the wardrobe sponsored by fashion label eclipse. They then get dressed in one of the changing rooms provided before being whisked off to the temporary mini photo studio where a professional photographer assists them in getting their A4-sized portrait done. If you think posing in the studio is easy, think again as according to Choo "it is harder than it looks (to pose for the camera)".

When all the pampering is done with you can choose to submit your photo for the contest or decline and just keep the photo for yourself. Whichever you opt for, one thing does not change: You get a RM230 redemption voucher for Estée Lauder products.

Choo, like most of the women who were at the event, plans to submit her photo for the contest. She is however sceptical about landing a spot among the 20 finalists. "I don't think (I will win) but if I did then it will be a pleasant surprise," she added.

The search for the 2009 Estée Lauder face started on May 4. Currently, the Estée Lauder Model Dream Team is on the road, busy eyeing potentials at their various road-show locations in six major locations – the Klang Valley, Malacca, Johor Baru, Ipoh, Penang and Kuching – nationwide from May 4 to July 11 (see below for road-show dates).

The list of participants from both categories will be further broken down for the semi-finals. Three semi-finalists from each location will be picked and their photos will then be posted on the Estée Lauder Model Search 2009 official website for an online voting competition.

The judges – Katrina Liew, Brand General Manager for Estee Lauder Malaysia; Andrew Tan of Andrews Models; international model and actress Amber Chia; model and TV host Lynn Lim; Malaysia's fashion designer and genius behind eclipse and Miko, hairstylist and founder of Miko Hair Studio & Academy – will also take part in the voting. Eight contestants with the highest votes from each category will continue their journey to the final round.

Among those getting a makeover at the Estee Lauder Model Search was Sandra Yap (right) who is last year's Estée Lauder-Sony Most Photo Perfect winner.

This year's newly-introduced Wild Card round will allow two extra contestants from each category to participate in the final round on July 13 at Suria KLCC. All finalists will be given a one-day training on how to work the catwalk from professional trainers of Andrews Models.

Leonard Chua, the manager for Sandra Yap who is last year's Estée Lauder-Sony Most Photo Perfect winner, said the contest is a great platform for discovering new talents.

"I believe the event would be even greater this year and much more competitive. But most important is that the contest succeeds in finding a wholesome and charismatic personality to carry the brand's name," said Chua.

The contestants will be judged on beauty, walk, style and overall ability to model during the finals. Winners from both categories will be named the Estée Lauder Malaysia Brand Ambassadors. They will also enjoy an all-expense paid 3D/2N stay at the Tanjung Jara Resort; they will be flown there by Malaysia Airlines and the professional photography session at the resort will be conducted by Sony. The two winners will also have a beauty spread in Malaysia's top fashion magazines, a year's worth of Estée Lauder products worth RM12,000, a Sony cyber-shot DSC-T900 Premium T worth RM1,499, eclipse shopping vouchers worth RM1,500, a model's portfolio worth RM2,000, and RM1,000 worth of hairstyling services at Miko Hair Studio.

Subsidiary titles include Estée Lauder-Sony Most Photo Perfect, Estee Lauder-eclipse Most Elegant and Estée Lauder-Andrews Model Most Promising Catwalk. The winner of each subsidiary title will win prizes worth RM16,000. This includes an all-expense paid 3D/2N stay at the Tanjung Jara Resort; they will be flown there by Malaysia Airlines and the professional photography session at the resort will be conducted by Sony. They will also win exclusive prizes courtesy of the Estée Lauder Model Search partners. All finalists take home an Estée Lauder hamper worth RM1,000 whilst semi-finalists get an Estée Lauder fragrance.

Look out for the online voting which begins July 3. This is your chance to participate and vote for your favourite model. Voters stand a chance to win a bottle of fragrance from Estée Lauder worth RM210.

The Estée Lauder Model Search Contest 2009 Road-show Locations

Mid Valley Megamall, Centre Court: May 4-10 (03-2282 8422)

The Spring, Kuching: May 21-24 (082-425 080)

Jusco, Queensbay Mall, Penang: May 28-31 (04-641 1108)

Parkson, Mahkota Parade, Malacca: June 4-7 (06-282 7123)

Parkson, 1Utama Shopping Centre, Oval Court: June 10-14 (03-7726 2377)

Jusco, Kinta City, Ipoh: June 16-21 (05- 549 5266)

Metrojaya, Plaza Pelangi, Johor Baru: June 25-28 (07-332 9976)

Suria KLCC, Concourse: July 7-11 (03-2382 0600)

FINALE: July 13 at Suria KLCC

Info:
www.esteelaudermodelsearch.com.my Hotline: 017 3286 479/579