Project Description

P&G Beauty Brands

P&G sponsorship of Beauty Pageant a hit in Chinese culture

In Chinese culture, a beauty pageant is viewed as more than a contest based on exterior performance. It is a platform for budding role models to learn and excel at their talents. Viewers follow contestants throughout their journey to stay connected to the heroine personalities. Many eventually become successful entertainment celebrities, entrepreneurs, philanthropists, and professionals.

Miss Chinese Toronto Pageant is one of the largest events and most watched TV programs in the GTA Chinese community.

Targeting Urban Asian Chinese females via this event partnership, Focus helped build a strategic multi-media campaign which successfully reached the target audience and created huge brand awareness for Pantene, Olay and COVERGIRL.


The campaign included traditional and social media relations, product placements, a “Get the Miss Chinese Look” viral video and online photos which garnered millions of impressions.

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