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Nayeemul Islam
Junior Content Marketer
Insights / 3 Min.
Formula 1 has long been a playground for luxury brands, from high-end watches to premium fashion labels. But recently, a new kind of partnership has been making waves- beauty brands entering the fast-paced world of motorsport. Thanks to its recent collaboration with Aston Martin's F1 team, beauty brand ELEMIS has entered the world of Motorsports. But has the partnership been a resounding success? With our state-of-the-art analytics tools, Shikenso gets to the bottom of it.
Earlier in February, British skincare brand ELEMIS announced that it's engaging in a multi-year partnership with the Aston Martin Aramco F1 team. With this deal, ELEMIS is now the official skincare partner of Aston Martin Aramco. This value-driven partnership is surely the first of its kind and a pioneering move in the arena of Formula One.
While it is an unheard-of partnership in Formula One, it shouldn't be a huge surprise considering that LVMH has been a key sponsor of Formula One for a long time now. LVMH is the parent company of beauty brands such as Sephora, Fenty Beauty, and KVD.
1. Shifting Demographic
The F1 was one a male-dominated sport but now, female fans are rapidly growing in numbers. A whopping 41% of global F1 fans are in fact females and it is expected to grow in the days to come. The age group of 18-24 year old females seems to be the most active in the F1 space. So, if you're a brand that needs young females' attention, entering F1 is a no-brainer.
F1 is a premium sport with luxury partnerships such as Louis Vuitton and Tag Heuer thus tapping into F1 can elevate a brand's status by positioning it alongside aforementioned brands.
Formula One is now a globally accepted sport. What was once a European obsession is now celebrated worldwide with 24 races taking place across 5 continents throughout the year. Keeping that in mind, brands can leverage tapping into newer markets located in another part of the world.
Shikenso decided to find out in our own analytical terms whether the collaboration between ELEMIS and Aston Martin Aramco was a success. Soon after the partnership was announced on social media, comments started to pour in and fans had a lot to say:
Of the first 520 comments on their partnership announcement on Instagram:
76% of comments were positive
23% of comments were neutral
Only 1% of comments were negative
Compared to their other announcements with partners Glenfiddich and Coinbase, ELEMIS leads in both social media engagement and positive sentiment.
Therefore, it goes without saying that Aston Martin's partnership with ELEMIS has been a resounding success so far.
F1 is opening new lanes for beauty brands. ELEMIS taps into both male & female audiences. But the bigger picture? The shifting demographics of F1 are changing the game. The rise of female fans is reshaping the sport's commercial future. Who's ready to take the lead?
Benedikt Becker , VP Marketing, Shikenso Analytics.
For more information on this topic, do check out Benedikt Becker's post on LinkedIn.
ELEMIS has set the standard for groundbreaking partnerships in the world of motorsports. Only time will tell if other beauty brands follow suit.
