
The Impact the Pageant Industry Has in Guyana
The pageant industry in Guyana, particularly with international pageantry systems like the Miss World Guyana national competition, plays a pivotal role in the country’s cultural and economic landscape. While it is deeply rooted in the beauty industry, its impact extends far beyond, touching various other sectors and contributing significantly to the economy. However, despite this wide-reaching influence, the budget allocated by beauty-related companies for promoting pageantry remains surprisingly minimal, leaving much potential untapped.
According to global statistics, the beauty and personal care market in Guyana is expected to have a revenue of US$55 million in 2024, with a projected annual growth rate of 1.58% from 2024–2028. The personal care segment is expected to be the largest, with a market volume of US$25 million in 2024, followed by skincare at US$17 million. Despite the focus on skincare and personal products, the beauty industry in Guyana is growing, albeit at a slower pace compared to other fast-growing economies. This figure largely represents imported goods from conglomerates companies in Guyana, rather than locally produced beauty products. Local manufacturers and producers seem to be excluded from this profit margin, indicating a significant opportunity for growth and development within the domestic market. The global beauty industry is a 9-billion US-dollar market, highlighting the tremendous potential for growth and mindset change in Guyana.
It is no surprise that one of the highest profit margins within the beauty industry currently stems from weddings. The demand for wedding-related beauty services and products is substantial, but this focus has not translated into broader support for pageantry which could be a result of several reasons that could explain why beauty-related companies have minimal or no budget for pageantry:
Here’s what we know so far:
Lack of Awareness: Many companies don’t fully understand the value and reach of pageantry in promoting their products. Some of the larger companies still embrace the traditional narrative, “We don’t do pageants,” in a world where sales are increasingly influenced by customer satisfaction, social influencers, and visibility. Pageant systems like Miss World Guyana national competition offer a platform that showcases beauty products, clothing, accessories, and related services to a wide audience, both locally and internationally.
Perceived ROI: Businesses are often skeptical about the return on investment (ROI) from sponsoring pageants because they lack the infrastructure to gauge the full impact. However, aligning with pageantry increases brand visibility, customer loyalty, and market expansion.
Market Fragmentation: The beauty industry in Guyana is fragmented, with many small players who lack the resources to invest in large-scale promotional activities. A collaborative approach, where multiple brands join forces to support pageantry, could address this issue.
Short-Term Gains: Companies prioritize short-term gains from high-demand HJ-type events over long-term brand-building loyalty through pageantry. While there is nothing wrong with this stance, the sustained visibility and prestige associated with pageant sponsorship still lead to significant long-term benefits with the right business model and implemented methodology.
Marketing and Advertising Budgets: The allocation of marketing and advertising budgets is a critical factor. Companies continue to overlook the benefits of collaboration and are hesitant to divert funds from traditional marketing channels to pageantry without the concept of inclusion and equitable practices that do not involve”who-knows-who”, even though the latter offers a unique and engaging platform for brand promotion.
While some companies are hesitant to engage in sponsorship, there is a larger opportunity to support national winners like they would any other public official, influencer, or celebrity. The Miss World Guyana organization has championed this progressive concept since 2014, advocating for national winners to be endorsed similarly to public officials. However, the response has often been that this concept is too forward-thinking. Since 2014, all national winners’ support packages have targeted endorsement deals, aiming to secure employment and promotional opportunities for national winners. Endorsements that employ national winners would have facilitated a larger support pool and alleviated frustrations and heartache with endorsers benefiting from the use and image of national winners as the influencers and idols they are.
Benefits of Partnering with Pageants
For Designers: Partnering with pageants can continue to elevate the profile of local designers, giving them a larger platform to showcase their creations to a global audience even with a very small designer market in Guyana. Contestants and winners often become fashion icons, and designers who dress them gain prestige and recognition. There is a tremendous opportunity and need for growth and refinement in this market, starting with an improved and fully stocked fabric industry.
For Hair Stylists and Makeup Artists: Pageants provide a showcase for their skills, allowing them to demonstrate their expertise to potential clients and a global audience. High-profile pageants have led to increased demand for their services, both within and outside the pageantry context.
For Beauty Product Manufacturers: Associating with pageants enhances brand credibility, which in turn increases consumer trust. The visibility gained from pageants is known to drive sales and expand market reach in other countries.
For Perfume and Accessory Brands: Pageants offer a glamorous platform to highlight perfumes and accessories, aligning these products with beauty and elegance. This association has been known to boost brand image and attract a sophisticated customer base.
For Marketing and Advertising: Pageants offer an engaging and dynamic platform for marketing and advertising. The association with a prestigious event can enhance a brand’s visibility and reputation, leading to increased consumer engagement and loyalty.
The Rise of Spokesmodels / Brand Ambassadors
The concept of spokesmodels, also known as brand ambassadors, is gaining traction and is no longer seen as forward-thinking. Over the past few years, there has been a shift in how companies view and utilize brand ambassadors. We’ve worked with and are grateful for companies like John Lewis, TOTTO, Classic Styles, and Optique Vision(to name a few)—forward-thinking and innovative companies that caught onto the concept in 2014 and have since remained committed. Nonetheless, this ongoing change indicates a positive trend, with more businesses recognizing the value of having pageant winners and contestants serve as the face of their brands.
Industries Impacted by Pageantry
Beyond the beauty industry, pageantry influences various other sectors:
Fashion and Apparel: From evening gowns to casual wear, the fashion industry is intricately linked with pageantry. Pageants provide a stage for showcasing the latest trends and designs.
Footwear: High-quality, stylish shoes are an essential part of pageant attire, highlighting the footwear industry’s role.
Jewelry: Pageants offer a platform for jewelers to display their most exquisite pieces, enhancing their brand’s prestige.
Health and Fitness: Contestants often follow rigorous fitness regimes, promoting the health and wellness industry.
Tourism and Hospitality: Pageants attract visitors, boosting local tourism and hospitality sectors.
Media and Entertainment: The coverage and broadcast of pageant events provide content for media and entertainment industries, creating a cycle of visibility and promotion.
Professional Services: The preparation and execution of pageant events require a range of professional services, including event planning, photography, videography, and legal and financial services. These professionals benefit from the visibility and prestige associated with high-profile pageants, leading to increased demand for their expertise.
The Miss World Guyana national competition and pageantry as a whole impact Guyana’s economy from head to toe, touching everything from hairstyles to shoes, and even industries outside traditional beauty spheres. Recognizing and harnessing this potential can drive growth, foster local talent, and elevate Guyana’s global presence in the beauty industry. By increasing their investment in pageantry, companies, beauty-related companies, not only enhance their own visibility but also contribute to the development of a more robust and diverse local economy. The tide is changing, and with it comes a wealth of opportunities for brands to align with pageantry and reap the benefits of this influential platform.
edited with Grammarly