World Cup continues to be prosperous for industry – L’Oreal signs Belgian teen photographed at a game

By Michelle Yeomans

- Last updated on GMT

Source: Gazet van Antwerpen
Source: Gazet van Antwerpen

Related tags Perfume

Beauty brands have been cashing in on the FIFA World Cup by recognising it as a prime time for branding with themed products or events, now L’Oréal has taken it to the next level by using the games to recruit models for future campaigns.

The cosmetics giant has branded 17-year-old Axelle Despiegelaere 'worth it' after a photo of her cheering on her national team in the Group H match against Russia went viral.

L'Oreal executives are reported to have approached Axelle with a modelling contract purely based on the photo of her at the game two weeks ago in Brazil.

Moving fast to cash in on the buzz surrounding the Belgian teen, L’Oreal has already released a video of her promoting the brand's hair products. 

Despiegelaere's popularity was also boosted through Twitter and a Facebook fan page that amassed over 200,000 likes in just over a week. 

The deal represents a wave of photogenic people who have been propelled by social media throughout the tournament.

World Cup innovation

The cosmetics industry has been scoring a few goals of late with products that coincide with the games.

Colour cosmetics player Benefit revealed its plans to kit out a pub in London with its' products so that women could entertain themselves while Lionel Messi, Cristiano Ronaldo and Wayne Rooney battled it out to get their hands on the Jules Rimet.

Then it was L’Artisan Parfumeur's turn. Which developed an ode to Brazilian culture with Batucada, an eau de toilette named for a sub-genre of samba.

To develop this new fragrance, the brand called upon two renowned noses: Karine Vinchon in Grasse, France and Elisabeth Maier in São Paulo.

Together, the two perfume artists concocted an eau de toilette evoking the percussive rhythms of samba music and the beaches of Ipanema and Copacabana.

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