by Chantal Panozzo

It never fails that Swiss newspapers across the country have celebrity pages. They list things like the birthday of Paris Hilton, the number of bodyguards Julia Roberts had at her latest film premiere, and the birth of Jude Law’s baby. Why do they care? Oh yeah. They don’t have their own celebrities.

Enter the Miss Switzerland pageant.

I can’t help but think the whole Miss/Mister Switzerland pageants were created precisely for the purpose of creating both a male and a female Swiss celebrity. And you have to hand it to Switzerland, it seems to have worked. Everywhere I looked the last couple weeks, there were groups of pimply-faced teenage boys ogling over the 16 Miss Switzerland candidates. 20 Minuten, a freebie newspaper distributed all over the country, had a special Friday feature and must have devoted at least 16 pages to the pageant—one for each contestant. Unfortunately, even though curiosity was killing me, I couldn’t actually get my hands on a 20 Minuten—every time I’d be about to take a copy lying around on the train, some teenage boy would beat me to it.

Miss Switzerland is used to sell everything from wine coolers to shoes and it’s easy for the advertisers because who needs a concept when your concept is Miss Switzerland? I should know because I worked on an advertising campaign for one of these products once. I wanted to actually make an interesting idea that could work across a campaign and speak to teenage girls, but I lost. “Miss Switzerland is the idea.” I was told.

And who cares if no one except the Swiss knows who Miss Switzerland is. This Swiss are rich, so it doesn’t matter that there are only 7 million of them. Like most jobs in Switzerland, if you get to become Miss Switzerland, you can make a lot of money. Christa Rigozzi, Miss Switzerland from 2006-2007, earned 580,000 Francs ($564,000) during her year of reign and has continued to earn big bucks ever since.

For more about Swiss beauty pageants, visit One Big Yodel.

Tags: beauty pageants, celebrities, Miss Switzerland, Switzerland

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Paris is very cute some people say that she is retarded but i say shes HOT

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