The most awaited night of the universe has finally arrived. Everyone sits comfortably in front of their television, computer, or mobile phones while anticipating the celebration of women. And you’re probably one of them.
The pageant community considers this as big as an Oscars night. It’s full of sophistication and glamour where women from all over the world take the spotlight. When the pageant started, your eyes get fixated on the screen like blinking is a crime. You don’t want to miss out on the chance of looking at all the beautiful women competing for the crown.
And we all know that behind the beauty of pageantries are the underlying arguments of sexism and the objectification of women. Some find it irrelevant as women are misrepresented. Should you have 36-24-36 vital statistics and a 5’8” height to be called beautiful?
So, why does the pageant community stand firm that Miss Universe is really a celebration of women and not the other way around? Why is it still relevant for many? Pageants are the home of marketing for both people and advocacies. It is where the network becomes a net worth. For candidates, having the opportunity to represent their country is already a win where beauty could equate to power.
When candidates bring home the bacon, they are not only assuring the joy and pride of their countrymen but they are also creating a roadmap that assures them with more success. It’s a chance to expose and market themselves knowing that there are a lot of big businesses who will sign them up for endorsements. Some companies offer projects such as TV commercials, billboards and print ads modeling projects, social media ambassadorship, and other forms of advertisements for their business.
And when the candidate succeeds, everyone will be curious about the team who helped her. These are the coaches, fashion designers, and make-up artists’ ways to promote their services and creativity. It is a sure way for prospective customers to fall in line to avail themselves of proven products and services regardless of the price tag.
For large businesses, pageants are a strong arm for marketing. It is a platform where they can build brand awareness or publicize a business. If you’re a Filipino you may have voted for Rabiya Mateo through Lazada. Imagine how the company essentially turned its partnership with the pageant into a million-dollar money-making device? They certainly used it to their advantage. For us, this is a great way to do business.
And most importantly, advocacies can be heard loud and clear here. Every candidate can freely promote their campaign for social issues they think should be addressed. With a single yet powerful statement, you can inspire and spark enormous change for the betterment of the world.
Opposed to what others see, the participants themselves are the living evidence of its relevance. For them, it is life-changing in a good way. Miss Universe empowers them enough to build their careers and connections—all these while making the world a better place full of women who are confidently beautiful with a heart.