Ghaziabad : Fem Care Pharma, India’s leading & most trusted fairness bleach maker, has announced the launch of a mega beauty hunt in Punjab — ‘Fem De Sohney Sohney Mukhde’. This pageant — being organized to discover Punjab’s beautiful, flawless, fair face – will be conducted across the 5 cities of Ludhiana, Amritsar, Chandigarh, Patiala and Jalandhar. The winner of the contest will be crowned ‘Fem De Sohne Sohne Mukhde of Punjab’ and get a chance to appear on mainstream television.

Announcing the launch of this initiative, Brand Head-Fem, Ms. Medha Mohan said: “This is a highly innovative and first of its kind initiative taken by Fem. Punjab is one of the most crucial markets for Fem and so, we have decided to identify a face that embodies the values of Fem – fair and glowing face – a face that can truly be called ‘Fem De Sohne Sohne Mukhde’.”

The beauty hunt would be conducted across the 5 cities through both beauty parlours and high-streets. About 15-20 beauty parlours in each city have been identified for the activity and promoters would be enrolling consumers at these parlours. In addition, a mobile canter would also be seeking entries at major markets and high-streets across these cities.

The shortlisted candidates would be invited for a city finale and the three finalists from each city would vie for the coveted title of ‘Fem De Sohne Sohne Mukhde’ at a Grand Finale scheduled to be held in Chandigarh on March 7, 2010.

The fifteen finalists will be groomed and trained in a professional way to walk in the world of glitz and glamour. After a two-day grooming and training session, the fifteen deserving gorgeous girls will compete with each other at the Grand Finale. “After Punjab, we plan to roll out this initiative in Maharashtra as well,” Ms. Mohan said.