Ms World in €5M product-placement row
30 November 2061
The promoters of this year’s Ms World beauty contest were dismayed when the winning contestant Heidi Hussein (Ms Germany) thrust a tube of the skin cream AxAcne at cameras filming the show live on Saturday. Her gesture, seen by more than 3 billion people worldwide, brought the makers of the anti-acne cream publicity that some estimate would have cost more than €5M if purchased as product placement advertising. Neither Heidi Hussein nor Ms World Productions would reveal how much they had been paid.
BrazilChem, makers of AxAcne, said that Ms Hussein’s agent had contacted them when she became one of the 10 short-listed contestants, saying that as a teenager she has suffered badly from acne and that she had used their product successfully and felt she ‘owed it all’ to AxAcne.
“It is our intention to sponsor many of the events Ms Patel will be taking part in during the coming year” said company spokesperson Dr Tracey Schmidt. ‘We see nothing wrong in this. As you know, millions of young people suffered from acne down the ages leaving them with permanently scarred complexions, but this is a thing of the past thanks to the new treatment which was discovered at the Brasilia Dermatological Research Center ten years ago.”