Sports brand Asics is once again to use the Paris Marathon as a scouting opportunity for the face of its Ayami range.
This year, however, participants will be able to upload their own photos from the race direct to the Asics Ayami Facebook page.
Asics' strategy is to associate beauty with not just femininity but also determination, effort, and stamina.
The sentiment should be familiar - Dove's self-esteem campaign has been noted for using more realistic portrayals of feminine beauty.
The Marathon International de Paris takes place on April 10. A week later are marathons in London (April 17) and Boston (April 18), the first two of 2011's five World Marathon Majors.