And the Gold goes to...

So, with the Paralympics fast approaching, we are now half way through Great Britain's Olympics.

I look into how the sporting phenomenon has influenced the world of Beauty and Cosmetics.

In their 2012 advertising campaign, P&G pays tribute to mothers and the pivotal roles they play in the development of young athletes.

The  "Thank You Mom" concept created by Wieden+Kennedy Portland, has been running throughout the games, appearing in print, TV and social media.

The add was directed by Alejandro Gonzalez Inarritu, shot on four continents and features local actors and athletes from each location - London, Rio de Janeiro, Los Angeles and Beijing. It focuses on one mother in each location raising a young athlete and all the work that goes with it.

P&G's advertising campaign for Pantene haircare, highlights the probles athletes face with keeping their hair looking healthy and lucious, making the issue relatable and the advert current, whilst the golden tones reflect the colour every athlete wants to see round their neck.

Following the theme of golden hues and the Olympics comes Baylis & Harding's body wash advertising campaign, featuring the words: "The winning formula - INDULGE and go for gold". 

Though the Olympics are all about the sporting events, you can't help but notice the big fashion and beauty moments too!

The female American gymnasts seemed to take a cue from the red carpet and tried the 'half-messy-half-sleek' do - but how did their tresses stay in place during all of those gravity-defying routines?

The female Russian gymnastics team decorated their slicked-back ponytails with a hefty dose of glitter and sported dramatic winged liner and shimmery eye shadow on their eyes.

The always-stylish Serena Williams added a golden scrunchie to her Saturday look. Will these ’90s hair accessories be making a come back?

Since it wouldn’t make much sense for swimmers to wear makeup, many female swimmers opted for serious designs on their digits instead. Rebecca Adlington of Great Britain paired her bronze medal with Union Jack nails. As it turns out, Minx Nails is on site at the Olympic Village, helping athletes get a little glam before their competitions.

Minx Nails are going for GOLD with the first collection, inspired by all things Olympic! Show your pride and extend your countries flag to your fashion loving fingertips! 

Zara Dampney of the Team GB beach volleyball team also displayed patriotic nail art, as she signalled to team mate Shauna Mullin during their defeat to Italy at Horse Guards parade. [Image from Metro]