Just as fashion brands aim for their Olympic moment, beauty brands are seizing opportunities to market around the Olympics through strategic partnerships with top athletes and social media campaigns.
Fashion and Beauty Brands at the Olympics
This year, the Olympics has seen a surge in fashion brand advertising, with LVMH as a premium partner and Skims outfitting Team USA. J.Crew’s collaboration with USA Swimming is another example of Olympic-adjacent activations. Beauty brands are not left behind; LVMH-owned Sephora sponsors the torch relays, and Rihanna’s Fenty Beauty is an official partner. Other beauty brands, such as Glossier, K18, and Merit Beauty, have also joined the Olympic marketing frenzy with innovative campaigns featuring top athletes.
The Appeal of Female Athletes
A significant factor drawing beauty brands to the Olympics is the participation of over 5,000 female athletes, marking the first gender parity in the event’s history. This increase in female athletes presents numerous partnership opportunities for beauty brands, which primarily target female consumers. Additionally, the growing interest in women’s sports, projected to generate over $1.28 billion in 2024, makes this an attractive market.
Marketing beauty during the Olympics presents unique challenges compared to fashion. While sportswear logos are prominently displayed on athletes’ kits, beauty products are less visible. Creative strategies are required to showcase products, such as Simone Biles using Fenty’s setting powder during the team final, which garnered significant attention.
Fenty Beauty, leveraging its official Olympic sponsor status, provides beauty kits to volunteers and offers makeup artist services for medal bearers. P&G-owned Mielle Organics addresses the textured-hair expertise gap in women’s sports by offering specialised hair care services at the Olympic Village salon.
Creative Engagement by Non-Official Sponsors
Non-official sponsors also find innovative ways to engage with the Olympic audience. Caudalie’s viral Instagram video, depicting their Vinoperfect Serum purifying the Seine River, capitalised on a trending topic related to the Olympics. Similarly, L’Oréal Paris and Milani focused on product efficacy, promoting setting sprays that resist sweat and makeup transference.
For indie brands, authentic storytelling channels are crucial. Dermalogica distributed sunscreen to the Venice Run Club and launched a campaign with track athlete Dalilah Muhammad. Mad Rabbit, a tattoo-aftercare brand, provided kits to Olympians and plans a post-Olympic tattoo event, aiming to differentiate itself from traditional beauty brands.
Beauty brands are harnessing the Olympics to amplify their messaging, employing creativity, agility, and strategic partnerships to stand out in a crowded market.
Original article written by Yola Mzizi for Business of Beauty.