The 39th Miss Pears made her debut in August - the last cutesy kid to do so. The annual competition, sponsored by Elida-Fabergé, attracts 18,000 entries from the doting parents of girls aged between 3-9. However, E-F now eschews the transparent soap's traditional family image, preferring the more dynamic growth potential of the trendier 20s and 30s age groups: 'We realise that everyone is very fond of the competitions', says a company spokesperson, 'but we have been doing a lot of market research and it shows that people are now buying Pears soap more as a style item to display in their bathroom.'