#ByInvitation: ‘After K-Beauty & C-Beauty, P-Beauty is the next wave, And it’s driven by authenticity and identity’

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From beauty to food –Filipino products are having their main character moment Every country has a national pastime. The Americans love to sue, the Indians engage in unsolicited advice, the Japanese love to drink, and the Filipinos enter beauty pageants. Not a few beauty pageants. Thousands of them. Village beauty pageants. School beauty pageants. Shopping mall beauty pageants. Provincial beauty pageants. National beauty pageants. International beauty pageants. Beauty contests in the Philippines are not events. They are a way of life. Children know contestants the way cricket fans know batting averages. Entire families debate outcomes with the intensity usually reserved…

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