Beauty brands & F1: Givenchy, L’Oréal Paris, Elemis and Charlotte Tilbury are ready to race, who’s next?!
Carlo Sainz was caught posing as L’Oréal Paris ambassador. At the beginning of this year, Pierre Gasly appeared as the face for Gentleman Society campaign. Elemis became the first-ever skin care partner of the Aston Martin Aramco Formula 1 team, while Charlotte Tilbury is for a second year official partner of F1 Academy. Yes, beauty brands are ready to race in F1. Who’s next?
#GirlPilot #OnTheRoad #English
Well, I have the feeling we are going to see more and more “unusual” brands teaming up with F1 pilots, beside banks, watches or beverages. And I am not even talking about fashion brands (we all know and love the ambassador for Dior or Lululemon, aka. Lewis Hamilton). We are talking lipsticks, perfumes, shampoo and more.
There are some simple explanations here: money & audience shift. First of all, let’s pay attention to the numbers: ABC’s live telecast of the Formula 1 US Grand Prix in 2024 attracted an average audience of 1.3 million, with a peak of 1.5 million viewers. And… the latest study by Nielson indicates that 41% of fans are women, and the fastest growing fanbase is women aged between 16 and 24. Second of all, one of the biggest conglomerate in fashion & beauty, on its name LVMH, made a deal to be the Global Partner of F1 for 2025 – Tag Heuer is now the official timekeeper for F1 (read here the news).
Formula 1 driver Pierre Gasly Fronts Gentleman Givenchy Franchise
The athlete is appearing in a campaign for Gentleman Society Eau de Parfum Ambrée. “Pierre Gasly is a major athlete who is as talented as he is inspiring. His striving for excellence, visionary approach, energy and natural elegance all perfectly capture the Gentleman Givenchy universe. We are delighted that he is joining us as ambassador and look forward to his embodiment of the new Gentleman Society fragrance, set to be released this year”, says Givenchy Parfums CEO Romain Spitzer. (read here about my experience at Gentleman Society launch with artist Benjamin Clementine as image)
“I’m thrilled to be the new ambassador for Givenchy’s line of men’s fragrances. I’m very honoured to partner with this prestigious House and become part of Givenchy’s Gentleman Society – we share the same core values of boldness, respect, and commitment,” said Gasly. Gasly became the youngest Frenchman to take a Formula 1 podium at the 2019 Brazilian Grand Prix and won his first victory in Monza, during the Italian Grand Prix in 2020.
F1 star Carlos Sainz was named L’Oréal Paris ambassador
Formula 1 driver Carlos Sainz has been appointed as L’Oréal Paris’ newest brand ambassador. The Spanish racer, who is contracted to compete for the Williams F1 team in 2025, will front the brand’s Elvive hair care line. “Cruising through the streets of Paris, our smoothest ambassador is here” L’Oréal Paris wrote in an Instagram post. “Engine on, style locked in. Carlos Sainz is one of the most established talents on the grid just arrived within the L’Oréal Paris Family, we are thrilled for what’s to come.”
Elemis is joining Aston Martin Aramco Formula 1
Elemis became the first-ever skin care partner of the Aston Martin Aramco Formula 1 team in February 2025, sealing a multi-year deal that aims to “promote inclusivity” in F1. The British skin care brand will offer an array of exclusive services at the international racing sport and will also release a limited-edition Elemis F1 product collection. Let’s see what Lance Stroll & Fernando Alonso have to say about the products 🙂
Charlotte Tilbury Beauty, the second year with F1 Academy
Charlotte Tilbury Beauty is back on the F1 Academy track for the 2025 season, continuing its groundbreaking partnership as the first beauty brand and female-founded brand to sponsor the all-female racing championship. And this year, the collaboration is bigger, bolder, and more empowering than ever. Rising star Chloe Chong, the youngest F1 Academy driver at just 17, is ready to take the season by storm in her Charlotte Tilbury operated by Rodin car, now wrapped in the brand’s signature night crimson and rose gold. With a racing suit emblazoned with Tilbury’s mantra, “Makeup Your Destiny”, Chloe is set to inspire the next generation of female drivers. (F1 ACADEMY is an ambitious new project from Formula 1® to develop and prepare female drivers to progress to higher levels of competition.) Read here an interview with Cristina Gutiérrez, the Sandrider: meet the woman in Dacia Dakar Rally team.
READ here – about Lando Norris and his experience with a Lego car on Silverstone circuit.
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