United Arab Emirates
Mikyajy, the make up brand with growing international appeal, announced today that Mouna Amarcha was selected as their star ambassador. This decision was made public during the ‘Mikyajy Beautiful Concert’, which was held at the Atlantis Hotel in Dubai, on the 19th of January 2011. Mikyajy had remained tight lipped about whom they had appointed as their brand ambassador, that secrecy causing quite a frenzy with both Mikyajy’s many fans and members of the press eager to become the first to know which celebrity was chosen. The revelation of Mouna seems to have pleased both parties because as soon as she stepped onto the stage the fans let out a loud roar while members of the press surged forward trying to get that perfect picture or sound bite.
The selection process was not easy, but Mikyajy feel they have found the right fit with the brand in terms of their celebrity choice. After many interviews, meetings, online polls, and surveys had been conducted Mikyajy chose the young Moroccan singer, Mouna Amarcha, as their ideal ambassador. Mouna is recognized as a burgeoning musical talent with massive appeal. She is approachable, intelligent, stylish, and has all the attributes that make her the perfect candidate as Mikyajy’s ambassador and its important core values. Kamal Jamjoom, the founder and CEO of Mikyajy, who officially introduced her at the concert, said, “Beauty is about zest for life, a spirit of fun and adventure, and believing in making dreams come true. We feel Mouna is the perfect fit for Mikyajy as she embodies all of these attributes. Her values and aspirations ideally match those of Mikyajy, which has created a niche for itself in the region”.
Even though Mikyajy is a Middle Eastern brand, the fragrances and cosmetics brands are manufactured in Europe to the highest standards of quality. It has continued to grow, and make a name for itself, especially in GCC countries. They do not merely offer makeup, but also a fashionable line of fragrances, beauty products, and gift sets. Mr. Jamjoom, who started the Mikyajy brand in 1999, said, “Mikyajy is much more than a brand; it is a way of life and an expression of the beauty and creativity that all women feel deep inside their souls.” He continued, “women inspire us, and we strive to return the favor by producing a product line that allows all women to express themselves to their fullest capabilities”. Mikyajy certainly expressed itself and took full advantage of the spectacular evening by allowing guests to try a selection of its makeup and fragrance lines at one of the many ‘Mikyajy Make-Over’ booths.
Mouna Amarcha was extremely pleased to have been approached to represent the Mikyajy brand, and is excited about the collaboration. Given that so much of the decision fell on the shoulders of members of the public who participated in the surveys and on-line questionnaires, it was even more meaningful. She said, “Being selected by the fans is a really huge honor, and means a lot to me, as I strive to always meet their expectations. I am happy to have the opportunity to work with Mikyajy, which is a brand that is not only close to my heart, but I believe, close to the hearts of my fans, as it is created for all young women of the region.” Mouna finished by saying: “I would like to say a personal thank you to all of the fans and music lovers who made this possible.”
The event was much more than just a concert; aside from the live entertainment and makeover booths, there was also a lavish dinner for all of the guests. And for Mikyajy, the highlight was being able to share the evening not only with the press and VIP guests, but also with members of the public, who won tickets through various competitions to spend the evening with Mouna and Mikyajy.