Singaporean luxury skin care brand, SK-II, strives to propel its slogan and social media signpost ‘#ChangeDestiny’ to launch its Beauty Bound Youtube channel that identifies the latest beauty talent in Asia.
The digital reality series, which will hit our devices on 1st February, received over 400 applications from aspiring beauty designers from Singapore, Malaysia, Thailand, Japan, Indonesia, Hong Kong, Korea and Taiwan.
A digital first
After teaming up with digital strategist and social media broadcaster, Brave Bison, the duo has combined the booming digital and cosmetics industries’ growing trend of combining online and offline efforts to connect with the beauty-loving sector throughout APAC.
Asian consumers and creators have been submitting their applications since July 2016, with the final 64 hitting keen beauty followers’ screens next month.
As APAC consumers are set to demand customisable, sustainable and sweat/wear-proof products in 2017 and will opt for brands that position themselves strongly online, innovation and high-quality are leading characteristics sought in emerging brands.
Heading towards the win
The Asia’s Next Top Beauty Creator, has to date, seen the 64 semi-finalists and wannabe winners attend a two-day boot camp. There APAC-based creators and industry insiders analysed their skills, creativity and showmanship through a selection of beauty-inspired challenges.
Local judges including celebrity makeup artists Jung Saem Mool for Korea and Xiao Kai for Taiwan, beauty creator’s Mikipon for Japan, Queenie Chan for Hong Kong, and Tashy for Malaysia, international singer-songwriter Anggun for Indonesia, award-winning actress Rebecca Lim for Singapore, and supermodel, host and actress Cindy Bishop for Thailand attended the Beauty Base to whittle the number of entrants down to nine.
The final judging panel will be headed by Chiara Ferragni, otherwise known as her online identity, The Blonde Salad, who has reached consumers in the beauty world through building connections via her digital presence.
Finding Asia’s top talent
“I am so happy have this opportunity to be the global judge for Beauty Bound Season 2. The Blonde Salad has come a long way since 2009. In my own journey as creator, there were many times where I doubted myself, we didn't have many role models to follow,” said Chiara Ferragni, otherwise known as her online identity, The Blonde Salad.
“The challenges faced by emerging creators are no stranger to me, so being able to support creators in Asia on their journey is very meaningful to me."
The winner of the online Beauty Bound competition will get a package that propels the creator's brand to the forefront of APAC beauty, including the opportunity to meet with leading beauty creators, take part in an exchange programme in the US to share insights and meet the first Beauty Bound winner Janemakeup.