Singapore, 16 March 2009 - Seventeen, a publication of SPH Magazines Pte Ltd ("SPH Magazines") and leading Japanese cosmetic brand Fasio are aiming for a place in the Singapore Book of Records with their Mascara Makeover campaign.
From March 16 to 22, The Seventeen/Fasio Mascara Squad will visit tertiary campuses and a popular shopping mall in town, inviting girls to try Fasio’s Hyper-Stay Mascara Deep Trick Curl Long. The objective of the week-long campaign is to garner 2,000 trials of the popular mascara, thereby setting a local, and possibly world, record for the most number of “mascara makeovers”.
In addition to a mascara makeover, participants will also be treated to a hair makeover using Lucido-L products and a complimentary photoshoot courtesy of Epson – after which they will get to take their photo print home. At the end of the campaign, the Seventeen/Fasio Mascara Squad will create a montage of makeover photos and present it to the Singapore Book of Records for verification.
Seventeen editor Sasha Gonzales says: “I believe this is the first time such an event is being organised. Singaporeans like setting and breaking records, so I’m positive this campaign will be a huge success. I have no doubt we will have droves of girls coming down to our makeover locations to try Fasio’s Hyper-Stay Mascara Deep Trick Curl Long. We look forward to making history with this exciting event.”
To help get the word out about how Fasio’s Hyper-Stay Mascara Deep Trick Curl Long can dramatically transform one’s eyelashes, Seventeen and Fasio have enlisted well-known beauty bloggers to try the product and share their makeover experience on their blogs.
The Seventeen/Fasio Mascara Squad will kick off the mascara makeover campaign on March 16 and 17 at the National University of Singapore. On the 18th, the Squad will take its campaign to SIM University, and on the 19th and 20th, Nanyang Technological University and Singapore Management University respectively. Over the weekend of March 21 and 22, the Squad will make its way to Bugis Junction, where Fasio makeup artists hope to give thousands of mascara makeovers to female shoppers. The first 100 girls to sign up for a lash makeover every day will also receive a Fasio goodie bag.
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About SPH Magazines
A leading publisher in Singapore and the region, SPH Magazines Pte Ltd is a wholly-owned subsidiary of media giant Singapore Press Holdings Limited.
With a proven track record for sterling editorial content & award-winning designs, SPH Magazines raises the bar as a dynamic magazine publisher. In its stable are over 100 titles in English and Chinese, covering lifestyle, fashion, beauty, society, bridal, health, men’s lifestyle, movies, automobile, parenting, décor, new media and business. All the newsstand publications, including flagship title Her World, and other well-known titles such as Female, The Peak, Home and Décor, Nuyou, Torque, HWM and GameAxis are among the highest-circulating titles and best-read in their respective lifestyle category.
SPH Magazines’ established editorial unit provides excellent custom publishing services to major corporate clients by producing custom lifestyle magazines, newsletters and other collateral to meet their business needs. In addition, its regional IT portal, www.hardwarezone.com(R), is consistently the No.1 online portal as attested by the Hitwise awards over the last 2 years. Its subsidiary, clickTRUE Pte Ltd, is a Pay Per Performance online marketing company specialising in Online Media Planning, Search Engine Marketing and Optimisation, Web Analytics Consultancy and Landing Page Optimisation.
With a vision to continue growth regionally, SPH Magazines is set to become Asia’s publishing powerhouse, with operations in China, Indonesia, Thailand, Malaysia, Phillippines and Vietnam. Magazines in its fold have achieved strong market presence in their respective sectors, as well as distinguished track records and solid reputations.
At SPH Magazines, the promise is to deliver its best to meet the diverse needs and interests of readers and advertisers.
About Seventeen Singapore
Licensed from Hearst Communications, Inc. in the US, Seventeen Singapore was launched in 2002. Seventeen is an accessible fashion, beauty and life skills magazine that reaches out to young women aged 15-22. It has 16 editions worldwide. Positive and accessible, Seventeen celebrates real beauty for the real girl, and inspires diversity and creativity by providing useful fashion, beauty and life tips for every body type and skin tone. Seventeen reaches out to readers who want to get the most fun out of their young life. Seventeen Singapore is the leading fashion and beauty magazine for young women in Singapore, with a readership of 62,000 (Source: AC Nielsen Media Index 2008). Seventeen also has an edition in Malaysia, which is published by an SPH Magazines associate company.