Ironman Triathlon interested participants. In 1990, with the help of Lew Friedland, Dr. James P. Gills acquired and purchased the Hawaii Triathlon Corporation, owner of the Ironman brand, for $3 million from Silk. With the Ironman brand, Gills established the World Triathlon Corporation with the intention of furthering the sport of triathlon and increasing prize money for triathletes. A number of non-WTC full distance triathlons have been held since the mid-1990s. The limited number of WTC-sanctioned events, and the limited number of entries available per race, have combined with a growth in the sport that has created demand for these non-trademarked events.
Baking (make-up) Paired with contouring, it can also work to give the illusion of definition. Baking directly underneath the contour on the cheekbones can create a more crisp and clean contour. Paired with a highlighter or a strobing cream or powder, baking can set a base for a highlight, as well as intensifying it. Baking is used by many performers as it increases the longevity of the make-up, meaning it will not easily melt or rub off during performances. This technique is utilised by many make-up artists for celebrities and models as "a way to set your make-up when standing under hot