Ghaziabad,  Fem Care Pharma, Indias leading & most trusted fairness bleach maker, today announced the launch of a mega beauty hunt in Maharashtra -- Fem ke Gore Gore Chehre. This pageant -- being organized to discover Maharashtras beautiful, flawless, fair face - will be conducted across the 4 cities of Mumbai, Pune, Nagpur and Nashik. The winner of the contest will be crowned Fem Ke Gore Gore Chehre and get a chance to become the Face of Fem and go on-air, share their beauty experience and also appear in print.

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. We had launched this initiative in Punjab last month and had received a highly overwhelming and encouraging response. We are now taking this initiative further with the launch of Fem ke Gore Gore Chehre in Maharashtra. West is also one of the most crucial markets for Fem and this contest will seek to identify a face that embodies the values of Fem - fair, flawless, glowing face - a face that can truly be called Fem ke Gore Gore Chehre.

The beauty hunt would be conducted across the 4 cities through both beauty parlours and high-street activities. 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 three finalists will be identified from each city. The 12 finalists will undergo a 2-day grooming session with professionals from the world of fashion and beauty and would vie for the coveted title of Fem Ke Gore Gore Chehre at a Grand Finale scheduled to be held in Pune on March 28, 2010. The top 3 winners will be crowned as the Fem ke Gore Gore Chehre of Maharashtra.

Notes to Editor

About Fem

Fem Fairness Bleach is the undisputed leader in the bleach market in India and has gained the trust and confidence of millions of users over two decades. It doesnt just give fairness by matching the facial hair to the skin tone, but also helps the skin get a lasting glow by removing the tan, removing dead cells & unclogging the pores. Fem Fairness Bleach is a fast and safe way to get an instant makeover and fair and glowing skin. Just 15 minutes of application provides 15 days of radiant looking skin.

About Dabur

Dabur India Ltd is one of Indias leading FMCG Companies. Building on a legacy of quality and experience for over 125 years, Dabur is today Indias most trusted name and the worlds largest Ayurvedic and Natural Health Care Company. Dabur Indias FMCG portfolio includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium hair care, Hajmola for digestives, Réal for fruit-based beverages and Fem for fairness bleach.