LONDON — Fashion brands have been racing to Formula 1 in the last few years to capitalize on the popular sport and now beauty brands are finding their lane within the racing sport.
Elemis, the British skin care brand, has signed a three-year deal with the Aston Martin Aramco F1 Team as its first official skin care partner.
The partnership will kick off on March 14 at the Australian Grand Prix, where Elemis will host an activation in the hospitality suite for VIP guests of the beauty brand and Aston Martin Aramco.
Séan Harrington, Elemis’ cofounder and chief executive officer.
The future of the partnership includes product collaborations and the opportunity to bridge communities together between the two British brands.
The Elemis brand name will also be printed onto the Aston Martin Aramco sporting cars, joining brands such as Boss and Oakley.
“When it comes to engagement of sport and consumers on a global reach, F1 is the most exciting and thrilling. The change in F1 over the last five years has been remarkable,” said Séan Harrington, Elemis’ cofounder and chief executive officer in a joint interview with Jeff Slack, managing director of commercial at Aston Martin Aramco F1 Team.
Jeff Slack, managing director of commercial at Aston Martin Aramco F1 Team.
“I was able to really see what F1 is doing to take [the sport] to a whole new audience and its popularity amongst female audiences particularly,” he added.
According to a study by Nielson, 41 percent of F1 fans are women and it’s the fastest-growing fan base for women between the ages 16 to 24.
Teaming with Elemis is part of a bigger project for Aston Martin Aramco and its Make a Mark initiative that helps to promote sustainability, inclusion and community engagement within F1.
Jessica Hawkins, Aston Martin Aramco Formula One Team’s driver ambassador and head of F1 Academy.
CONOR MCDONNELL
“I’ve been in the sport for five years and before taking the job, I had two concerns. One was issues of sustainability and how F1 wasn’t doing a great job of that. Secondly, it was kind of an old European white guy sport. Now it’s totally changed and I think that’s what’s important, that we as brands recognize that change,” Slack said.
Harrington sees a lot of similarities between Elemis and Aston Martin Aramco. “I want to move our product, our brand and our innovation at the same sort of pace [as Aston Martin],” he said.
