The Aston Martin Formula One team have agreed their first-ever skincare partnership with Elemis.
Contract:
- Elemis to launch an edit of exclusive, limited-edition product collections
- The brand will be activate trackside with ‘pitstop’ treatments in the team’s hospitality
- Elemis will also offer a spa experience on board Aston Martin’s yacht at the Monaco Grand Prix
Context:
This partnership is a clear response to the shifting demographic of fans watching Formula One. A study from Nielsen Sports found that 41 per cent of Formula One fans are women and the fastest growing fanbase is women aged 16 to 24. Elemis wants to promote inclusivity within the wider world of Formula One through this deal and it also becomes the first B Corp business to partner with Aston Martin.
Beauty brand Charlotte Tilbury is already involved in the championship through the F1 Academy junior series, but this new deal is an early sign of this sponsorship category reaching Formula One itself.
Comment:
“We are really excited to welcome Elemis to the Aston Martin Aramco family and the world of motorsport,” said Jefferson Slack, managing director of commercial for Aston Martin.
“As a brand synonymous with innovation and excellence, Elemis is a natural partner for us as we move into the 2025 season. Announcing our first official skincare partner marks a significant milestone in how we connect with our fans, and I’m eager to see it open up new opportunities for both organisations.”
Jessica Hawkins, Aston Martin’s head of F1 Academy and a brand ambassador for Elemis, 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 has a similar focus, both within its partnership and its strategy more broadly.”
Coming next:
Given the growing female fanbase in Formula One, it won’t be a surprise to see this sponsorship category grow exponentially in the short-term, but teams must ensure they pursue meaningful partnerships with engaging activations for fans.
Elemis will be visible on the Aston Martin car for the first time at Formula One’s season launch event at the O2 Arena in London on 18th February.
Go deeper:
- How Aston Martin are laying the foundations for F1 success
- Aston Martin F1 team valued at ‘more than UK£1.5bn’ in latest private equity investment
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