The fashion and beauty industries have seen a plethora of Asian models recently, and let me explain why: Rising Asian economies (especially China’s), in contrast with their American and European counterparts on the doldrums, have influenced a change in disposition regarding physical appearance.

Back in the day, blonde, blue-eyed and white was all the rage for this reason: The Americans were the most powerful people on earth. Clearly, the competitive landscape is changing, with Asian countries upping the ante.

While I’m no expert in politics or economy, I have been in the arts and media industry for years, and the industry I’m in, with all its prissiness and seemingly shallow pitches of all kinds of consumer goods, is a mere reflection of consumer behavior. Our job is to report what the consumers are currently interested in—which consumers have buying power, and which goods are going to be attractive to them.

And right now, it’s all about Asian consumers.

Joey Mead King, host and runway coach of “Asia’s Next Top Model,” agrees. “It’s great. Back when I was modeling in New York and LA, I got rejected so many times for being too brown. But I never let it faze me. I was always like, “This just isn’t for me. Fine. Your loss.” But now everyone’s beginning to appreciate mixed-culture beauties,” she says. “This show is what I’ve been screaming for since I was a young model.”

Culture is becoming more and more important as a social currency. Today, it’s not about how many designer bags you own, but how well-traveled you are.

King is delighted about the mixed culture in this year’s batch of finalists for “Asia’s Next Top Model.” “We have a really good batch this year. Two Singaporeans, two Malaysians, two Filipinos… It’s such a representation of the melting pot that is Asia. And these two, they personify the two looks of Filipinas. They’re so different, even in personality, but they respect and love each other. They’re good girls. They’re not catty.”

And that is what 21-year-old Katarina Sonja Rodriguez, one-half of the pair representing the country, is bringing to the table. “I find Filipinos to be very, very kind. They’re always [well-mannered], always saying ‘thank you’ and ‘please.’ There’s an understanding of proper courtesy, and that’s something I [will] bring [to the competition].”

And for Jodilly Ignacio Pendre, steadfast and sophisticated at only 20 years old, it is her resilience. “It’s really hard to focus on the competition and also focus on [coping with the] stress. You need to be strong despite the challenges. I don’t mind people saying, “Oh, she’s not pretty, she’s just tall.” I know my worth, I know how to appreciate myself and I know I am better than them.”

Truly Filipino, in my opinion, and two girls we should be truly proud of. Catch them on “Asia’s Next Top Model” Season 2, brought to you by TRESemme, on TV5 (Thursday, 9 p.m.) and Star World (Wednesday, 9:45 p.m.).

Essence of summer

Rustan’s The Beauty Source is bringing Philippine maquillage to the next level with the Sisley Paris’ Phyto-Lip Twist under the Phyto-Blush Eclat Line, and So Intense Thickening and Strengthening Mascara.

A newcomer in the local beauty scene, the Phyto-Lip Twist offers lip coverage with a crayon texture that blends on the lips more evenly and effortlessly. With a pencil-like shape that eases the application, it promises a smooth and clean application on the lips that is no-fuss and hassle-free. Guaranteed long-lasting coverage, the Phyto-Lip Twist is a step away from the norm of lipsticks; “the lip statement that becomes an addiction.” And its packaging, additionally, is a chic sight.

“Soft, creamy and nondrying, the long-wearing formula has infinite playtime.” So Intense Mascara is infused with Vitamin Peptide that ameliorates hair anchorage at the roots, and enriches the lashes to create stronger, longer and thicker lashes experienced in minimal time. With its patented comb brush, sloppy and sticky lashes are avoidable with its even distribution starting from the base up to the tips of the lashes. Intensified fuller lashes are assured in just four weeks of application. It also comes in three shades: deep black, deep brown and deep blue, the last of which reflects in light beautifully and is perfect for those nights you want extra drama for your eye makeup.

Burger on the rescue

I love it when the lifestyle industry comes up with ideas to help those in need. With a tagline, “Buy a burger, build more homes,” Cook Out 2 Help Out, inspired by its predecessor last November, is a fundraising event led by Lusso’s Margarita Fores and Antonio’s Tony Boy Escalante.

Top chefs and celebrity foodies are set to create delicious and mouth-watering burgers at a price of P300, with an inclusion of one order of burger, drink and fries.

A weekend for food-lovers across the metro, this upcoming food fair aims to attract not just epicures, but anyone who supports the event’s advocacy of rebuilding new homes for the victims of the horrific Super Typhoon “Yolanda” that plagued a massive part of the Visayas.

With an added fee, burgers can be upgraded to a “gourmet” burger made by top chefs. Ice cream and milkshakes are also available at the venue.

The event will be at the open area of Power Plant Mall’s Plaza Drive across Hatch 22, Starbucks and Cibo.