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The winners of the competition with Kat Gee, Kagi founder and creative director (centre)
The winners of the competition with Kat Gee, Kagi founder and creative director (centre)

‘Real women’ jewellery comp boosts awareness

A jewellery supplier has marked its 10th anniversary by conducting a modelling competition said to offer benefits for both customers and retailers.

New Zealand-based Kagi recently held a contest for “real women” that will feature the winners in a marketing campaign for the supplier’s new season collection.

"As a brand, Kagi is about celebrating every woman’s uniqueness and beauty,” founder and creative director Kat Gee explained. “It therefore makes sense for us to use real Kagi women to celebrate our 10 year anniversary."

The competition – called “Are you the next face of Kagi?” – was promoted on the supplier’s Facebook and Instagram pages as well as via a Facebook advertisement.

Retail stockists were also sent a “toolbox” containing point-of-sale promotional material, including a poster and flyer artwork, and images for their own Facebook pages.

Gee said the initiative assisted retailers by strengthening brand awareness and women’s understanding that Kagi is “an inclusive brand for all women”.

“[The competition] enabled us to further increase awareness for our brand as many of the women who applied had been recommended by friends and there was a lot of word of mouth,” she said.

The Kagi team getting ready behind the scenes
The Kagi team getting ready behind the scenes

“For us, the more women talk about Kagi and what we are up to, the more they will go into store to see what we are about.”

Tough decision

The competition launched on 7 June and was open until 20 June, during which time more than 100 applications were submitted. Entrants could either apply by sending a video or a photo and written explanation of why they wanted to be the “next face of Kagi”.

The winners, Mariah Puata, Helen Jury, Tanya Michael and Ferne Tee, took part in a photoshoot, with professional stylists and hair and makeup artists, alongside Gee on 28 June.

Photos will appear in a campaign that is launching in September to coincide with the release of Kagi’s Champagne Bubbles collection.

Winners received additional prizes, including a Kagi gift voucher and cosmetic products, valued at more than NZ$1,000 (AU$958).

This is the first time Kagi has not used professional models in a campaign.

The competition was open to New Zealand citizens, with Gee confirming she would “definitely” consider holding the competition again and look at involving the Australian market. 

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