How do mainstream cosmetic companies such as L'Oreal and Neutrogena
find and secure emerging celebrity women actresses and budding
supermodels and "discover" them before they become popular via
entertainment media?  For example, Neutrogena and L'Oreal seem to use
early-growing sperstars such as Beyonce (2 years ago), Jessica Biel
(before her TV show became hot) and Josie Bissett early in her career.
 What systems or methods do they use or talent agencies do they work
with or methods internally do they employ to cause this to happen with
such prescience?  Feel free to provide links to articles which explain
this process in professional detail.

Hello Pshepf1064

Looks like there is a lot to this business they call model scouting.
It can get pricey, and has good "for" and "against" arguments. Just to
let you know, I did a google search for "Model scouting" I knew it was
called that as I have done a few small, very local modeling things
myself a while ago. Here is the URL of that search:

://www.google.com/search?num=100&hl=en&lr=&ie=UTF-8&oe=UTF-8&safe=off&c2coff=1&q=model+scouting&btnG=Search

Anyway, let me tell you a bit about what I learned, and I will give
you links at the bottom, ok?There are at least two ways models are
being discovered. There are modeling agencies, 100's of them that
usually have a scouting firm recruit talent for them in a few
different ways. The first way is by online sites. You usually get a
few options with a basic membership, such as an ad on the site with
exposure to approx 100 agencies. You can purchase a "middle class"
membership that gets you more exposure, to say 300 approx. agencies
and maybe some photo work touch ups, or portfolio hosting. And then a
"upper class membership" or "a la carte" features which may include
more perks such as, personal evaluations, message boards, etc. In
addition to that, the sites speak of agency fees such as this FAQ from
one site

"Models are, however, expected to cover their own expenses for basic
modeling tools. If you are signed to an agency, whether it is through
Model Scouts.com or through another source, you will be expected to
cover your basic costs for the tools you need to be a professional
model such as, composite cards, test shoots, couriers, postage, etc.
Some larger agencies may be willing to cover these initial expenses
and then deduct them from your work; however, smaller agencies may not
be able to cover these expenses for you. Every agency in every market
is different, so please expect to cover your own initial expenses
(usually between $300 - $750)"

They also do open casting calls many of the agencies, say, at an area,
or hotel in a town. They advertise thru magazines such as Seventeen,
Cosmopolitan, etc. They have radio and print ads. They are usually
packed full with people looking to be come models. The commercials and
ads usually speak of things like "We found Elle McPherson at a
scouting event" or "Our models have been placed with Cover Girl,
Revlon, and Ralph Lauren! Don't miss your chance to become the next
supermodel!"

Examples
http://www.onesourcetalent.com/
http://www.colonize.com/p/a.php?a=n0022006104
http://www.tvrules.net/modules.php?name=News&file=article&sid=4182

You can also go to modeling school, to be taught how to be a model,
and then they will help place you when you graduate with an agency or
a scout.
Some Links:
http://www.rivers.com.au/links/modelling_schools.htm
http://www.supermodel.com/portfolios/help.html
http://www.modelingschools.com/
http://www.wilhelmina.com/
http://www.fordmodelseurope.com/

Here is how some famous models rose to the top. This is part of Tyra Banks's story
"Then, late in high school, everything changed for her. She filled out
her skinny frame, began to work out and finally decided to become a
model. Tyra pursued that goal with the determination that now marks
all of her activities. And after being turned down by four modeling
agencies because they thought her face wasn't photogenic, she was
finally signed by the Elite agency when she was 17.So, instead of
going to Loyola Marymount College, Tyra moved to Paris for a year and
modeled for many of the ... names in fashion, including Ralph Lauren
and Chanel. She then moved back to the States and continued modeling,
rocketing her way up through the ranks."

Or, the beginnings of Monika Schnarre,

"Ms. Schnarre had been at a hotel with her sister and both were asked
to participate in a fashion show being held there. After continuing to
model and winning the contest in 1986, Monika continued to model
intensely for 5 years. During that time she graced the covers of many
international magazines."

James King: http://www.supermodelguide.com/supermodels/james.html

Here is a Neutrogena modal and how she got to do a Neutrogena ad:
http://www.britain.tv/beautyfashion_famousworldmodels_kristinkreuk.shtml

In addition, here is an article about a reason why Neutrogena and
other makeup companies may be going to celebrities or up and coming TV
show personalities such as Josie Bissett

"If that personality can follow through on your makeup line, it's an
even stronger concept than just using a model."
http://www.geocities.com/Hollywood/4616/ew0820.html


Therefore, you can see how they do it. Now, one thing I also did find
out is that TV and print ads come before most TV or runway modeling.
Therefore, that may be the reason it seems that companies such as
Revlon or L?Oreal seem to "discover" them before they get huge. The
"hugeness" usually comes from the small ad's exposure, such as in the
Tyra Banks case. Also, if an industry agency, say, Ford as an example,
places all of their rising supermodels with a company they know treats
them well, say for example, L?Oreal...then L?Oreal would be getting
the best talent from that agency, and therefore have a higher success
rate of their models going on to become something more, such as
Jessica Biel. that normally pick up up and coming stars, they are
going to have a higher success rate than

Ok, now I will list some of the modeling placement agencies and
scouting firms for agencies. Many list about 100-200 of the agencies
they place with, and some will allow you to pay for a downloadable
file of ALL the agencies (approx 500 or more usually)

http://www.minxmodels.com/modeling_jobs.html
http://www.minxmodels.com/welcome.html
Here are the answers to a lot of their policies and how they do things.
http://www.minxmodels.com/modeling_questions.html

Also:
http://www.supermodelscouts.com/public/public_partners.cfm
http://www.supermodelscouts.com/public/public_why.cfm
http://www.supermodelscouts.com/public/public_faq.cfm

In addition:
http://www.modelscouts.com/modeling_agencies_list.html
http://www.modelscouts.com/faq.html
"Yes. The Better Business Bureau has reviewed and inspected the
business practices of ModelScouts.com and has awarded us with the BBB
Online Reliability Seal. The BBB Online Reliability Seal is awarded
only to businesses that meet the BBB's highest standards and
requirements."

In addition: http://www.pgdirect.com/mtintro.asp

However, you have to be careful out there too. It seems there can be
some frauds in the industry.

http://www.modelingscams.org/modelscouts.html

"If you can discern bogus model scouts from real model scouts, you can
avoid many modeling scams. But if you cannot tell the difference, you
will start down the path which leads you into a trap and becoming a
modeling scam victim."

In addition:
http://www.crimes-of-persuasion.com/Crimes/Delivered/modeling.htm

In addition, a bit about rates I found:
" Q:

  When a model scout discovers a model, what is the percentage of the
model's future earnings the scout is entitled to? In addition, if a
scout refers a model to an agency he doesn't work for, is the scout
still entitled to a percentage?

A:
Scouts generally receive 5 to 10% of future earnings, usually taken
from the agency's commission, not the model's 80% cut. The best way to
enforce payment of this percentage is to have scouting contracts with
the agencies before referring models to them. Another option is
negotiating a one-time finder's fee at the time the model signs a
contract with the agency. As long as you have been helpful, honest,
and loyal to the model you have scouted, he or she will follow your
advice and not sign anything before you have finalized an agreement
with the agency."
http://www.tearsheet.com/dearjill/scoutcompensation/



Therefore, that would be how most models get "discovered" and what to
look for and not look for.

I?m glad I could give you this insight into the modeling industry. It
looks like it?s just a little bit of looks, little bit of luck, and
some good placement that gets you somewhere. Or, a company that knows
how to chose superstars from their placing agencies. Anyway you have
it, ther?s not a precise formula, but making some wise decision seems
to help.

Thanks for using Google Answers
Nenna-GA

The TV show "America's Next Top Model" showcases young talent. The
winner appears on the cover of the Sephora catalog.

Interesting! What Nenna-ga is saying is basically the opposite of what
I know but probably this is how things works when there is one entire
Ocean apart!

Referring to how modeling works, this is the basic system in use
anywhere in the Fashion system (therefore you are looking at models
suposed to work for photo shoots or fashion runaways, not for tv ads
or what else) in big centers for fashion like Milan, Paris and London,
but i believe it is the same in New York as well.

First of all, the internet plays no role whatsoever and online
portfolios are not considered at all.... The recruiting is done by a
special Talent Scout, affiliated to a modelling acengy with an
exclusivity contract (often the Talent Scout is the starter of the
Agency, the senior executive or anyhow someone with a lot of
experience in this field) who literally goes around looking for
possible candidates... As stereotypical this may sound, it is indeed
true. They Talent Scout rarely have this as his only duty and more
often performs the role of Agent (contact with possible clients for
his Agency) for his own "finds". In big agencies the Talent Scouts are
several and most have scheduled trips around the year towards
countries of "High concentration" of suitable girls, namely towards
Eastern Europe (you would be surprised of how many modelling agencies
are based in or have offices in Prague) as the vast maiority of
fashion models are still fitting the stereotype of blond, blue eyes
ans fair skin type. Many of them are Russians, Ukrainians, Polish and
so on.... Other "finds" are just very casual and are done "at home"...
This is the case of arguable the most know model of the last decade,
Miss Naomi Campbell that is, scouted at a supermarket by a
knowledgeable talent scout.

Anyhow, once these the girls have been selected, first test shooting
are done. If the girl still as good in pictures as in real life, she
is moved at the Agency expenses to the city the agency is based at.
All the first expenses are taken care of: housing, Composite cards,
moving expenses, modelling lessons... The agency gets the money back
on the first works the model does for them and still receive a
percentage out of any jobs their models are called in to do. But if
one model does not "sell", and their initial investment is being
wasted, she stops working for the agency and she is sent home...

Regarding the actual question, I would like to point out that modeling
for L'Oreal ads is ground for huge competition, as those ads are able
to "create fame"... In my opinion, for sure the models are carefully
selected, but also, at times it is the ad to concurr to the fame of
the model later on. It is a huge booster in a model career and it is
likely to double the fees for her work on other ads and to create a
big channel of exposure, that is more requests, that is better jobs
and so on... climbing all the stairs!

Yeah, I can definatly tell you that the ocean makes a huge bit of
difference, and sometimes, I wish I was on the european side.

Nenna-GA

Pshepf1064,

Once again, thank you for your rating, the tip, and I and GA both
thank you for using our service. I hope we can help you again
sometime.

Nenna-GA
Google Answers reseacher