Goalkeeper kicks off cosmetic craze

A South Korean goalkeeper has found some unexpected fans among Chinese women during the World Cup not for his outstanding saves but his fabulous taste in cosmetics.

Cho Hyun-woo inadvertently kicked off an online shopping craze in China after it was reported he wore a BB cream that left him looking fresh and smooth even after playing sweaty World Cup matches.

BB creams are tinted moisturizers that are generally used to even out complexions.

Following South Korea’s 0:1 loss to Sweden, Russian news outlet Novye Izvestia tweeted that the team’s 26-year-old keeper had played the game kitted out with the cosmetic.

Chinese e-retailers ran with it, and ever since, Cho has been the unofficial face for Korean brand BB creams on Taobao, with a number of vendors splashing their stores’ pages with his photo.

“Sales have increased a lot because of South Korea’s goalkeeper,” a Taobao store customer service representative said on Wednesday.

The store has so far sold 3,125 units in a month, according to Taobao data.