September 9, 2011—This weekend Sao Paulo will be the beauty capital of the world! Beauty Fair trade show and the Miss Universe® Pageant will both take place in Sao Paulo, Brazil; and Farouk Systems, makers of the innovative CHI Ceramic Hairstyling Iron and currently celebrating 25 years of ammonia free color, is integral to both events.
Farouk Systems will introduce the internationally renowned CHI and BioSilk brands, September 10, at Beauty Fair which attracts more than 1 million attendees each year during the 4-day event. Coinciding with their entry into the Brazilian hair care market, Farouk Systems is the “Presenting Sponsor” of the Miss Universe® Pageant, also making its inaugural debut in Brazil, at Credicard Hall in Sao Paulo on September 12, 2011. Farouk Shami, founder and chairman of Farouk Systems, will be one of the celebrity judges.
Miss Universe 2010 Ximena Navarrete will participate in the opening ceremonies at Beauty Fair on behalf of CHI and BioSilk. She will appear at the CHI and BioSilk booth before relinquishing her Miss Universe title to her successor the evening of September 12.
Farouk’s introduction to the Brazilian market has been long awaited and a warm welcome to the market is anticipated. To assist in distribution, Farouk Systems is pleased to announce Ikesaki Cosméticos as the distributor of CHI, BioSilk and Farouk Royal Treatment by CHI in Brazil.
“After two years of negotiations and hard work, CHI and BioSilk products will now be available through Ikesaki Cosméticos, Brazil’s largest distributor of professional beauty products,” says Scott Emery, Senior Vice President of International Sales for Farouk Systems. “CHI wet lines, ammonia-free CHI hair color, CHI heat appliances and BioSilk wet line will make their debut at the 2011 Beauty Fair and introduce the newest color and style collection, Exposed, and accompanying techniques to recreate the stunning looks.”
The 2011 Miss Universe® Pageant, hosted by Bravo’s Andy Cohen and NBC’s “Today” news anchor Natalie Morales, will air LIVE from Sao Paulo, Brazil on NBC Monday, September 12, 2011 at 9 p.m. ET to an international audience of millions. This year’s event will also be simulcast on Telemundo. As Presenting Sponsor, Farouk Systems provides CHI Creative Artists Team members to style the contestants for all preliminary events, photo shoots and during the live telecast. Three 30-second Glamour tips will air as part of the world wide telecast. “Farouk Systems is committed to beauty,” says Farouk. “We are very proud of our long standing association with the Miss Universe Organization and it is an honor to be a judge for 60th Annual Miss Universe competition. I also look forward to a flourishing partnership with Ikesaki Cosméticos for years to come.”