ARE YOUR LIPS “PICTURE PERFECT?” THREE YEARS RUNNING, SOFTLIPS® IS THE ULTIMATE JUDGE…AND OWNER OF THE CATEGORY
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For the third consecutive year, Robin Leedy & Associates (RL&A) is kicking off the “Softlips® Picture Perfect Lips Search” on behalf of The Mentholatum Company, maker of the popular lip conditioning balm that comes in a “stick.”
RL&A created the nationwide “lip model” search in 2006 as an ownable PR element that could generate buzz for the brand amongst the target audience beyond the topic of general lip care, while also giving the brand a uniquely fun, feminine identity in a crowded product category. We partnered with Parts Models in New York City, the country’s only modeling agency that deals exclusively in beautiful body parts. Parts Models’ president Dani Korwin acts as a key judge in the competition, and has fielded many interviews about the contest and on the topic of parts modeling over the past two years.
To launch the contest and start the buzz, RL&A held a kick-off media cocktail party and “Open Call” event (for future lip models) in Manhattan at Duvet restaurant and club that was attended by some 100 media and their guests who witnessed model-hopefuls lining up outside to have their lips photographed and enter the contest on the spot. We also conducted a mini-college campus tour with open calls and local media blitzes, as well as other events, including the ever-popular Shecky’s “Girls Night Out” parties. The results included 4,400 contest entries, over 60,000 samples being distributed and extensive local and national publicity for the contest. The first-year success prompted TMC to make the contest an annual competition with new promotional features each year.
So, in case you’re wondering, what makes lips picture perfect? According to Korwin, the shape of the lips should include a defined “bow” on the top lip, but no sharp angles; neither the top nor bottom lip should be much larger or smaller than the other; and lips should be full, but not overly exaggerated or “bee-stung.” Lips should also have a natural color along with a smooth, healthy texture with no flaking, cracks or chapping.
The two previous grand prize winners, Mireya Ramos, 18, of El Paso, TX, and Ashton Shane, 22, of Los Angeles, CA, represented the well-cared for, beautiful lips the judges were looking for.
The Softlips® Picture Perfect Lips search is open to legal female U.S. residents, age 13 or older. The 2008 winner will receive a cash prize of $2,500, the possibility to become a professional lip model and the prestige of having the prettiest pucker in America, which will be posted online for all to see at www.softlips.com.
For a full set of rules and photo guidelines, as well as an official entry form, visit www.softlips.com.