The Paris Olympic Games are in full swing, and the influential power beauty at the global sporting phenomenon is on full display.
Eagle-eyed viewers are seeing which brands athletes are using to touch up their looks during the games.
It builds on the partnerships inked with the International Olympics Committee (IOC) by numerous beauty businesses such as including P&G and LVMH.
Sephora was also appointed the Official Partner of the Olympic and Paralympic Torch Relays in 2023.
But beauty brands themselves have also been capitalising on the excitement around the games by signing on athletes as brand ambassadors in 2024.
Cosmetics Business takes a look at how beauty was consumed at the games during week two, as well as the brands showing their support for the sporting event.
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