In the latest beauty and sport partnership, the British skin care brand Elemis, which is owned by the L’Occitane Group, has become the official partner of the Aston Martin Aramco Formula One Team.
The luxury brand said it’s aim is to “promote inclusivity within the world of Formula 1, which has recently seen a shift in fan demographic.”
It cites data from data and analytics firm Nielson, which reveals that 41% of fans are women, and that its fastest growing fanbase, are women aged 16 to 24.
The duo said they also share an ongoing commitment to sustainability.
Spa activations at F1 events
During the first year of partnership, Elemis plans to launch limited-edition product collections and is also offering guests a spa experience at the Aston Martin Aramco Paddock Club Suite.
At the Monaco Grand Prix in May, the brand will activate a spa experience on board the Aston Martin Aramco luxury yacht.
Elemis co-founder & CEO Séan Harrington called the partnership, “a meaningful, collaborative milestone for Elemis.”
Harrington said the partnership “demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience.”
Meanwhile, Aston Martin Aramco Formula One™ Driver Ambassador and Head of F1 Academy Jessica Hawkins said: “Formula 1 represents the pinnacle of performance, which resonates with Elemis' own commitment to create class-leading and cutting-edge skincare.”
She added: “As the Head of F1 Academy for the team, promoting inclusivity and ensuring that motorsport is a place where everyone is welcome is really important to me, so it’s incredible that ELEMIS have a similar focus, both within their partnership and their strategy more broadly.”
Beauty x sport: a trend that’s here to stay
Elemis is not the first beauty brand to collaborate with the sport. Earlier this year, Puig-owned makeup brand Charlotte Tilbury was the first beauty brand to sponsor the F1 Academy – a project to help female drivers progress in motorsport.
The brand worked with the MD of the Academy female racing driver, Susie Wolff and to celebrate it created a special Hot Lips Cars, emblazoned with its mantra – Makeup You Destiny – which was driven by French driver Lola Lovinfosee.
Tilbury noted: “Our shared purpose to empower everyone, everywhere to be their most confident will now be brought to life through shining a light on the F1 Academy’s 15 fearless female drivers.”
Indeed, the move appears to be part of a wider trend of beauty brands forming cross-industry partnerships, particularly with sports teams and events.
L’Oréal Group’s Maybelline recently became the lead sponsor of the Women’s Lacrosse League and LVMH’s Sephora was a partner for the Olympic Games 2024 in Paris,
The mass market brand e.l.f. was an early adopter in the beauty and sports partnership trend and has become synonymous with the US Superbowl event. Its annual advertisements based around the event feature various American actresses and are a guaranteed viral smash hit on social media channels each year.