One of L’Oréal’s fast-growing brands is heading to the race track.
SkinCeuticals has become the official skin care partner of Scuderia Ferrari HP, making it the first skin care brand to partner with the Formula 1 team.
The partnership comes at a time of growth for SkinCeuticals, which “joined L’Oréal’s prestigious billionaire brand club,” said Julien Chardon, global president of SkinCeuticals. “It has cemented our position as the number-one medical aesthetic skin care brand worldwide, and as a powerhouse within L’Oréal’s Dermatological Beauty [division].”
That growth is driven by heroes like C E Ferulic, which was recently repatented, as well as newer ranges like the A.G.E. Interruptor range.
Chardon is specific about partnering around “strong shared values, specifically around territories of performance, scientific excellence in innovation. From there, we’re interested in taking these values to new cultural spaces where performance meets beauty and becomes an aspirational lifestyle that resonates with our audiences. If you think of Formula 1 as a sport, at the core it is a pursuit of pure performance through relentless innovation, engineering and so on. It’s also become a new global arena for beauty, longevity and medical optimization.”
The sport has attracted swaths of key luxury players, from Gucci’s recent partnership with the Alpine Formula 1 team, LVMH Moët Hennessy Louis Vuitton’s partnership with Formula 1 and more. On the beauty side, sports has gained increasing interest from beauty companies, with Sephora’s sponsorship of the WNBA Golden State Warriors and Ulta Beauty’s own roster of six women athletes, which was unveiled in February.
As for why Scuderia Ferrari, “Members who have been using SkinCeuticals for a long time have called us the Ferrari of skin care in the past, which from the get-go shows the synergy between the two brands,” Chardon said. “Scuderia Ferrari has spent decades turning engineering and performance into a pursuit of beauty and a cultural phenomenon.”
The partnership will kick off with a joint campaign around shared themes of performance. “It will come to life through a mix of storytelling, skin care education, immersive experiences at pop-ups and hospitality moments across digital channels and, of course, at Grand Prix weekends, starting in June in Monaco.”
At that partnership, Scuderia Ferrari’s yacht will get a skin care treatment spa, and ticket holders will have access to various pop-ups at different Grand Prix globally. “It’s a meaningful platform for brand building over time. We want to create an experience that compounds over time from one Grand Prix race to another, really taking the shared values of SkinCeuticals and Scuderia Ferrari into new cultural spaces,” Chardon said. “We will be monitoring digital engagement and awareness, but we will also be monitoring the sentiment around this partnership. The most important part is really brand building and creating valuable experiences beyond products.”
