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Cosmetics industry gets innovating to cash in on World Cup

By Michelle Yeomans+

10-Jun-2014

The FIFA World Cup in Brazil is getting people all around the world excited even the cosmetics industry, which has been looking to score a few goals of its own by creating products that coincide with the games.

Just a week ago color cosmetics maker Benefit revealed its plans to kit out a pub in London with cosmetics 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.

Now, L’Artisan Parfumeur has 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.

Hoping to reach the back of the net

Benefit Cosmetics has been a bit more creative with its World Cup themed event with its plans to use ‘Gabbi's Head’ Prince of Wales pub located in Drury Lane near London's Covent Garden for the duration of the tournament, which kicks off in Brazil on 12 June.

British sports TV presenter Kirsty Gallacher will host a VIP launch night on 12 June before the pub opens its doors to the public, with the make-up brand claiming the event combines the interest of football lovers and Benefit fans alike.

The beauty pub promises guests screening of all the major World Cup games, the chance to receive Benefit match makeovers, top-to-toe tanning, waxing, lashes and brows from Benefit beauty artists, as well as stand-up comedy.

Pop-up stores, or pop-up retail is a trend primarily in the UK and US, whereby brands set up a temporary space dedicated to samples or products.

PR firm Devries Slam, and creative production company The Persuaders have joined forces to transform the space, designing and producing pink pub furniture and soft furnishings, explaining that it keeps the feel of a traditional pub but with a Benefit twist.

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