Skincare brand Elemis has announced a collaboration with Aston Martin Aramco Formula One which will see it launch limited edition product lines and pop-up experiences
‘As a luxury beauty brand, we share core values of performance and innovation with Aston Martin Aramco,’ starts Séan Harrington, ELEMIS Co-Founder & CEO. Speaking exclusively to the British Beauty Council, he continues: ‘Together, we aim to create an unparalleled lifestyle experience—one that empowers fans by merging the world of cutting-edge beauty with the high-performance energy of Formula One.’
Harrington is speaking to the brand’s new collaboration with the F1 team, which has hit the press this week.
The partnership is set to propel cutting edge technology and formulations to the forefront of Elemis’ strategy, whilst also nurturing its roots in sustainability.
Via its collaboration, the brand will launch exclusive product lines and offer unique spa experiences in the Aston Martin Aramco Team Paddock Club in Monaco.
The announcement comes as viewership and participation in the sport is becoming increasingly female. According to official Formula One stats, the number of women fans of F1 has risen to 40% and women made up 20% of the Grand Prix audience in 2019, increasing by a third in four years.
Harrington reinforces this, highlighting why tapping into the sport makes sense: ‘The latest Nielson study shows that 41% of F1 fans are women, with the fastest-growing demographic being women aged 16 to 24.
‘This shift presents an incredible opportunity to promote inclusivity within the sport. Our partnership aligns with this evolution, allowing us to connect with a dynamic and expanding audience.’
It’s not just about tapping into these fans to sell product though, the collaboration will support the Aston Martin Aramco in its F1 Academy work which champions female drivers and increasing equity within the sport.
‘Off-track, Aston Martin Aramco continues to drive progress through its I / AM fan engagement platform, and Make A Mark ESG programme, driving sustainability, inclusion and community engagement,’ explains the Managing Director of Commercial at Aston Martin Aramco Formula One™ Team, Jeff Slack.
Elemis isn’t the only beauty brand to tap into the potential of F1, last year Charlotte Tilbury tapped the F1 Academy, becoming the first female-founded beauty brand to sponsor the sport.
You can find out more about the Elemis X Aston Martin Aramco collaboration here.
