Beauty & Athletes: A Winning Team-Up βš‘πŸ€πŸ’„

Jun 12, 2023By Jeremy Brown
Jeremy Brown

A new synergy is starting to unfold in a world where beauty and sports have traditionally been seen as two separate entities. Angel Reese, a college basketball star, made headlines recently when she signed a contract with Mielle Organics, a textured hair care brand. Her words - "we're the girls actually wearing the edge controls, the eyelashes" - now echo through the beauty industry πŸŽ€πŸ’…πŸŽ€. 

This paradigm shift isn't just a strategy change but a revolution, redefining beauty norms and celebrating athletic, empowered women. In this article, I'll explore how this collaboration between beauty brands and athletes reshapes the industry and wins hearts (and wallets).

From Courts to Commercials: Athletes Shine Brighter πŸ’«πŸ†

Angel Reese's story isn't a standalone example. A significant pivot is unfolding where beauty brands recognize the untapped potential in collaborations with athletes. The beauty industry is witnessing a remarkable transformation from Naomi Osaka launching her personal care brand "KinlΓ²" to Arsenal Women FC partnering with beauty brand Il Makiage.

Reese, who gained international fame after leading her team to the national championship, saw a dramatic rise in her social media followers, reaching over 2 million on both Instagram and TikTok πŸ“ˆπŸ“±. Recognizing Reese's unique blend of athletic prowess and beauty, Mielle Organics quickly signed her as their latest brand ambassador. This demonstrates how athletes can transcend traditional roles and become impactful brand influencers, shaping consumer perception and behaviour.

Redefining Beauty Norms: The Athlete Influence πŸ’ͺπŸ’•

What makes these athletic ambassadors particularly impactful? They offer a refreshing alternative to the pixel-perfect image often projected by the beauty industry. Beauty brands such as Bubble, founded by Shai Eisenman, actively seek to break traditional norms, aiming to promote the concept of 'beauty in strength' πŸ’ƒπŸ€.

Eisenman elaborates that these athletes, working hard and excelling in their fields, are precisely the people they want to represent their brand. A-Frame, another brand builder, shares the same sentiment, spotlighting athletes to appeal to consumers who feel underrepresented by mainstream beauty companies.

A Game-Changing Strategy: The Beauty & Sports Alliance 🀝🌐

The benefits for beauty brands to team up with athletes extend beyond mere influence. This strategy opens new marketing funnels, allowing brands to reach previously inaccessible audiences. For instance, Il Makiage's partnership with Arsenal Women FC led to a significant surge in visibility and brand awareness, thanks to their giant advertisements on London buses and record stadium attendance.

EstΓ©e Lauder-owned Jo Malone London also tapped into the trend, driving a significant uptick in traffic on their e-commerce site and generating $200,000 in earned media value by partnering with NBA rising star Shai Gilgeous-Alexander and NFL rookie Jackson Smith-Najiba πŸŒŸπŸˆπŸ€.

The Key Ingredient: Authenticity βœ”οΈπŸ’Ž

The combination of beauty and sports may seem unlikely to some, but there's no denying the impact. It's a testament to the power of authentic collaboration - when a partnership genuinely aligns with a brand's mission and the athlete's values. As Martin Ekechukwu, Chief Strategy Officer of A-Frame, aptly puts it: "Athletes are perfectly placed to be these people, but it has to be authentic."

Embracing the Shift: The Power of the New Beauty Norm πŸ‘πŸ’―

This blossoming synergy between the beauty industry and athletes, particularly women, isn't just about market strategies or growing brand reach. It's a necessary shift in societal norms, breaking down old definitions of beauty and celebrating diversity, strength, and empowerment.

Are you inspired by this shift in the beauty industry and its embrace of athletic prowess? Should more brands partner with athletes? Share your thoughts in the comments below, and remember to follow for more insightful content! πŸ’‘πŸ’¬

Reference: Beauty Brands Find Unlikely Ambassadors in Athletes

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