In February, Elemis was announced as the Aston Martin Aramco Formula One Team’s first official skin care partner, marking the start of a multi-year collaboration.
While other beauty brands have sponsored drivers, Elemis said that it is the first and only brand to sponsor a Formula One (F1) team.
“Thanks to the recent popularity of Netflix documentaries on F1 and F1 Academy, there has been an increasing interest in the sport, with a growing number of female fans forming 41% (350m) of its fan base.
“For Elemis, we are excited to be the first beauty brand to partner a F1 team, and present our synergies as two iconic British brands offering high-performance results in our respective fields.
“In addition, we are looking to engage and show up for an under-represented audience in this sport by bringing exclusive Elemis beauty experiences within the F1 hospitality environment and extending ‘pit-stop treatments’ to consumers at our retail spaces,” Jamie Ong, General Manager of Elemis (ASEAN), told CosmeticsDesign-Asia.
As part of the partnership, Elemis is offering luxurious skin treatments at Aston Martin Aramco’s Paddock Club Suite for a differentiated trackside experience.
For instance, the brand activated a first-of-its-kind spa experience on board the Aston Martin Aramco luxury yacht during the Monaco Grand Prix in May.
In its Asia markets, Elemis is available via retail boutiques, beauty retailers like Sephora, and spa locations, as well as online channels such as its website and e-commerce platforms.
Additionally, Elemis has released limited-edition F1-themed product sets consisting of hero products from its Pro-Collagen range, which is powered by padina pavonica algae extract, claimed to be a clinically proven age-defying ingredient.
The first product to harness this ingredient, Pro-Collagen Marine Cream is a lightweight gel-cream formula to firm, smooth and hydrate skin, shown to deliver results in two weeks.
Another highlight product is the Pro-Collagen Cleansing Balm, which works to deeply cleanse, soften and nourish skin, with the sensory aspect boosted by a scent comprising notes of lavender, geranium, and eucalyptus.
Empowering next generation of women
Following the partnership announcement, Aston Martin Aramco’s head of F1 Academy and driver ambassador, Jessica Hawkins, was unveiled as a brand ambassador for Elemis on April 30.
The F1 Academy is a F1-backed initiative aimed at developing and showcasing female drivers.
Hawkins’ role in the F1 Academy has helped engage the burgeoning female audience in F1 and support women across the motorsport industry.
“Beyond beauty innovation, we hope to promote inclusivity in motorsport through this partnership and help champion female talent in racing. Together with Jessica Hawkins, we want to lead the charge in promoting female empowerment, diversity, and inclusivity — both on and off the track,” Ong said.
