Avon, the company that has always empowered women, had Marta as the face of its new campaign Here To Stay: a long-lasting lipstick that stays on the lips for up to 16 hours. As an extension of the campaign, Marta wore the lipstick on the field to play soccer during the Cup, just to prove it would really stick on the lips, even after the matches.

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As Marta stepped on the field wearing purple lipstick the internet went crazy, followed by the international media. All the greatest newspapers, magazines, and TV shows were talking about "Marta's lipstick" as it then became known.

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