Solaire’s sponsorship of its first beauty pageant, Miss Supranational Australia, has been a big win for the brand locally and internationally.
Solaire director Adam Taylor said the company applied for “the coveted title of tanning sponsor” after being approached by the pageant organiser.
“Solaire is very selective in sponsoring pageants, individuals and the like as we have very high moral and ethical standards surrounding our sponsorships,” he said.
“Solaire believes in building long term relationships not just sponsorship relationships.
“Unfortunately some pageants are more about the sponsors than the young ladies and that just does not sit well with our ethos and brand…”
“Solaire has however decided to support Miss Supranational Australia because the focus is on the contestants’ individuality rather than conforming to the traditional idea of beauty pageants.”
Indeed, according to the pageant organiser, “the winner of Miss Supranational Australia represents the modern success driven entrepreneurial women with beauty, charisma, personality and a desire to use her attributes for social influence”.
Under the pageant’s sponsorship agreement, Solaire supplied “products and tans as desired” to all the contestants in the 2017 competition and will supply competition winner Alecia McCallum with Solaire spray tans “throughout her reign as Miss Supranational Australia and for as long as she would like to continue to use the product”.
Apart from coverage garnered during the staging of Miss Supranational Australia competition, Solaire has also benefited from contestants’ social media coverage.
“Solaire encouraged contestants to be unique in their social media posts and to test and measure products, provide reviews and general social media coverage of the products,” said Taylor.
“Participating in the Miss Supranational Australia pageants has benefited Solaire as the brand is now recognised on the national and international beauty pageant stage as a Tier One tanning brand.
“The exposure has also increased the brand in the mainstream beauty forums and in-turn benefitted the salon owners as the requests for Solaire’s products have increased.”
Miss Supranational Australia Alecia McCallum competed in the international final in Poland on Saturday (December 2) – 24-year old model Jenny Kim from South Korea won the title.