How Beauty Brands are Taking Over the Paris 2024 Olympic Games
As the Paris 2024 Olympic Games are in full swing, it's not just the athletic competition that has the world's attention. This edition of the Games presents beauty brands with an unprecedented opportunity to showcase their products and strengthen their brand on an international scale. While athletes give their best performances, beauty brands are leveraging this unique occasion to maximize their presence and make an impact.
The Olympic Games attract millions of viewers worldwide and offer a vast platform for brands to showcase their products and campaigns. For beauty brands, this is a chance to present their brand on a prestigious stage and reach a wide audience. While fashion took the spotlight earlier this year during the Super Bowl, beauty brands now have the opportunity to do the same at the Olympics.
Brands like Fenty Beauty, K18, Glossier, and Caudalie have tailored their marketing strategies for the Olympic Games, utilizing cultural moments and athletes to enhance their brand. From impactful CGI campaigns to partnerships with athletes and providing makeup for volunteers, these brands are making the most of every aspect of the event.
It's not just the broad reach of the Olympic Games that attracts beauty brands, but also the growing attention to women's sports. The recent rise in viewership for women's sports indicates a significant audience interested in these athletic women. Beauty brands are smartly tapping into this trend by collaborating with female athletes, who are increasingly seen as brands themselves and have more control over their public image.
Opvallende campagnes
Notable Campaigns
Rihanna’s Fenty Beauty is an official premium partner of both the Olympic and Paralympic Games. The 600 volunteers presenting medals are provided with Fenty makeup sets and tutorials. The brand also has makeup artists on-site to help match foundation shades. This approach aligns perfectly with Rihanna's motto that “beauty is there to have fun with, not to feel pressured or uniform.”
LVMH, a major player in the luxury and beauty industry, is a premium partner of the Olympic and Paralympic Games. Their subsidiary, Sephora, serves as the official partner of the torch relays, offering pop-up stores and beauty treatments for medalists. Sephora’s mission of inspiration and inclusion aligns perfectly with the values of the Olympic Games.
Glossier has established a long-term partnership with the U.S. women’s basketball teams, making the brand the first official beauty partner. This collaboration emphasizes the growing influence of female athletes in the beauty industry and provides Glossier with a platform to showcase its brand.
Team USA gymnasts Simone Biles and Jordan Chiles have announced partnerships with K18 Hair and Milani. These collaborations highlight the growing synergy between top athletes and beauty brands.
Rising gymnast Shilese Jones has partnered with NYX, becoming the brand’s first individual athlete partner. Jones appears on NYX billboards and in social media content, increasing her visibility and the brand's recognition.
L’Oréal has appointed Australian footballer Mary Fowler as an ambassador, enhancing the brand's visibility during the Games.
Olay’s new Cleansing Melts is now the official facial cleanser for Team USA. Five athletes—track stars Sha’Carri Richardson and Athing Mu; soccer player Rose Lavelle; sport climber Natalia Grossman; and gold medal-winning gymnast turned commentator Laurie Hernandez—are being promoted as faces of the product.
With the Paris 2024 Olympic Games in full swing, beauty brands are seizing this opportunity to increase their visibility and impact. By tapping into the growing influence of female athletes and investing in innovative and impactful campaigns, these brands demonstrate that beauty and sports can seamlessly work together.
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