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Devon soap rides on pageantry to market

The bath soap segment of the market witnessed a new entrant, when Devon luxury soap, from the stable of Orange Drugs Limited was formally introduced into the market, as it host 2011 beauty competition.

Sir. Tony Ezenna, Chairman at the unveiling of the new soap and the 14 finalist of the annual beauty contest; Miss Delta, organised by the company took a new tag name; Miss Devon, while stating that next year’s pageant will be called Orange Beauty Pageant. The Chairman noted that from the 14 finalist, the winner of the contest will emerge come  April 30, 2010.

The competition which he said 364 girls entered, congratulated the girls for their exceptional courage, strength of character and beauty.

The chairman said  that the company is venturing into the luxury soap market because “that is where the future of the market lies,” Observing that luxury soap controls 80 percent of the market, while the medicated soap has 15 percent market share, thus the change.

His words, “the luxury soap market is where the market is, for you to penetrate, you have to do something extra- ordinary to enter the market, this does not mean the we are not going to push Delta soap, while noting that the beauty contest was a strategy to move the product closer to consumers.

Speaking, Ezenna said that the star prize winner will go home with 2010 BMW 3 series car, N2.5 million, USD10,000 and all expense paid tip to the USA.

While the first runner up will go away with N1.5 million, Second runner up with N1 million, Third with  N500,000 and Fourth with N250,000.

he also pointed out that as from next year the pageant will go international, noting girls from other countries will be eligible to contest.


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