American Swan launches an inventive, online reality show “Beauty &the Blogger”

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Mumbai - Maharashtra - India


MUMBAI, India - April 17, 2014 - PRLog -- Mumbai, April, 2014: The global Fashion &lifestyle brand American Swan in association with Famebox has launched a first-of-its-kind, digitally-driven online reality show Beauty &the Blogger.The show has been conceptualized as a unique format and a platform where style &glamour join hands with social media. The event is an extension of American Swan’s brand ethos, which resonates with the young achievers, in providing suitable opportunities to the connected youth through the potent medium of social media. Famebox, a multichannel online platform for promoting talent through digital video content has joined forces with the brand to execute this event.

The show will shortlist and team up aspiring models with blogging enthusiaststo be able to showcase their talent and compete for the online viewers’ attention. Registrations for the 1st round of entries to the contestare currently open and the show format is an apt amalgamation of talent and beauty, which would connect with and cater to the dynamic, fashion savvy youth.

Speaking about the initiative, Anurag Rajpal, Director and CEO, American Swan said, “American Swan has conceptualized this unique format that brings together the youth on two very viable themes or passions: glamour & social media. This is a compelling idea that we are confident will not just catch the attention and mind space of GenY, but will also create a very high engagement with the brand in the digital medium. The final winners are chosen basis their social influence and the buzz they create, which democratizes the selection process thereby empowering the online audience.”

Selected through an audition& shortlist process, 8 Bloggers will be paired with 8 models to compete for the final honors. These teams will be pitted against each other for a 3-day challenge series set against a beach resort wherein, they will be competing on social media in real time. While the models bring in the glamour quotient the bloggers will create the social buzzfor their teammate through pictures, videos and real time updates. Video content created through the contest will be uploaded across social media platforms including an exclusive YouTube channel.

The event will see renowned celebrities who will add to the excitement of the show- actor and VJ, Cyrus Sahukar will host the show; the popular VJ and actress Anushka Dandekar will mentor the models while acclaimed fashion & social influencer Miss Malini will guide the blogging enthusiasts. The winning duo will be crowned the 2014 face of American Swan & the Social Media Brand Ambassador for the brand.  The winning team also gets to take home a cash prize of 5 Lakh and an uber-chic American Swan wardrobe Rs 1 lakh each. TRESemmé, salon-quality hair care product &Lakme, the cosmetics & skincare brand are the associate sponsors of the event.

The event allows the finalists & the winning team to host their own exclusive channel on YouTube under the Beauty & the Bloggerbanner, which will be powered by FameBox. The event finale will see the launch of the American Swan swimwear collection marked byInternational designs and styles. The brand and its casualwear collections have been well-received and the swimwear collection is an effort to expand the brand’s offering into relevant categories for the urban, youth-led audience.


American Swan, a premium global online Fashion & Lifestyle brand, offers preppy fashion in a range of authentic smart Casuals. The brand combines classic, iconic 'Americana' style with a quintessential European Fashion: its refinement, tailoring & sensibility.

American Swan offers a distinctive range of Men’s and Women’s apparel, accessories, footwear, beauty & fragrance and home products. The styling is enduring, yet modern and chic, with an emphasis on sophistication, innovation and top quality.


American Swan is a brand owned by The American Swan Lifestyle Company (TASLC), a dynamic fashion & apparel-led lifestyle company. American Swan is the first-ever global brand to offer such a large range of branded apparel & lifestyle products on an online platform, at the launch phase.

TASLC promoters, Four Cross Media (FCM) are a global digital conglomerate. They, in turn, are backed by Astro All Asia Networks, Plc, one of the region’s leading media companies. The aim of the company is to build an enterprise that is different in spirit, form and culture.

For Further Information Contact;

Purvi Rambhiya:

Sayantani Ganguly:

purvi rambhiya
Source:American Swan
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Tags:Fashion, Apparel, Beauty, Bloggers, Lifestyle
Industry:Beauty, Fashion
Location:Mumbai - Maharashtra - India
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