Beauty’s Olympics Marketing Playbook
Beauty brands are stepping up their game this Olympic season, leveraging partnerships with star athletes and engaging social media campaigns to make their mark amid the competition. With the historic gender parity at the 2024 Paris Games, the stage is set for beauty brands to connect more meaningfully with their target audience.
Official sponsors like LVMH-owned Fenty Beauty and Sephora are collaborating closely with the event, seizing the opportunity to elevate their visibility. Fenty Beauty has gifted beauty kits to medal presenters, while also providing behind-the-scenes makeup support, ensuring the athletes shine during the ceremonies. Their strategic initiatives are not just about sponsorship; they are about creating memorable experiences that resonate with audiences.
Additionally, brands such as Mielle Organics are addressing unique market segments. By proudly featuring textured hair care in the Olympic Village’s beauty salon, they not only provide essential services but also highlight representation and empowerment. This thoughtful approach appeals significantly to Black female athletes, who often contend with the pressure of maintaining their hairstyles while engaging in physical activity.
Other brands, like Glossier, have formed partnerships with women’s sports teams, noting the burgeoning audience interest, which is projected to generate over $1.28 billion in revenue for women’s sports by 2024. Such collaborations allow these brands to integrate into the cultural fabric of athletics, capturing the attention of a growing demographic.
For brands lacking the resources for major sponsorships, creativity is key. French skincare brand Caudalie cleverly avoided direct Olympic references by capturing viral moments related to the games. Their engaging social media campaigns emphasize their agility and relevance.
In this dynamic market, beauty brands must adapt swiftly, balancing authenticity and innovation. As they navigate this Olympic season, the opportunity to celebrate female athletes while building brand loyalty is ripe for the taking, underscoring the importance of strategic partnerships in today’s competitive landscape.
