CHANDIGARH: Over 100 beautiful faces from the city of Chandigarh came together for the city finale of ‘Fem De Sohney Sohney Mukhde Of Punjab’ beauty pageant, a unique consumer & beauty initiative from Fem Care, India’s leading and number one trusted fairness bleach brand. This also marked the last semi-final audition of this mega state-wide beauty contest.

After three intense rounds, an independent panel of judges shortlisted three promising faces from Chandigarh to represent the city in the Grand Finale to be held in Chandigarh on March 6th, 2010. This completes the list of 15 mega finalists from 5 different cities from Punjab, who will vie for the coveted crown in the Grand Finale. Prior to this, city finals were held in Amritsar, Ludhiana, Jalandhar and Patiala.

In the previous city finale held at Patiala, Ms Navneet Kaur, Ms Divya Sharma and Ms Nazma were selected to represent the city in the grand finale. Amritsar will be represented by Ms Sabeena Bumra, Ms Naseema Dar and Ms Deepika Sharma, while Ludhiana will be represented by Ms Navjyot Kaur, Ms Rubeena Pannu and Ms Jugneet Kaur. Ms Romila Sarangal, Ms Kanika Sharma and Ms Damanpreet were selected from Jalandhar earlier to participate in the grand finale.  The winner of the contest will be crowned ‘Fem De Sohne Sohne Mukhde of Punjab’ and will get a chance to appear on mainstream television.

The Chandigarh city finale was organized at Lions Club Auditorium, Chandigarh. Over 100 contestants went through various intense rounds of auditions – introduction round, the ramp walk round and a question-answer session with the judge, Renowned Punjabi Singer Jeet Jagjit. The finalists from each city will undergo a two-day rigorous grooming session with beauty experts before they vie with each other for the coveted title of ‘Fem de Sohney Sohney Mukhde of Punjab’.

"This is an innovative and one of its kind consumer initiatives in the world of beauty contests. Through this initiative, we intend to find the face that embodies the true values of Fem – fair and flawless skin. As a pioneer in the bleach category, we are now taking our association with beauty a step further with this beauty pageant in Punjab. Given the response that we have received from the state, we are now planning to extend this initiative to Maharashtra soon,” said Ms. Medha Mohan, Brand Head-Fem.