It seems like the upcoming Olympics are attracting more big-name beauty sponsorship than in previous events. This is alongside beauty brands increasingly working with sports teams, athletes and events all around the world.
And it’s no wonder as the Olympics is one of the most-watched sporting events in the world, with around 2 billion people tuning in. It’s a huge brand opportunity.
Here’s some of the beauty collaborations and sponsorships going on around this year’s Paris Olympics so far:
- 🥇 Glossier, Inc. has agreed a long-term deal to become the first official beauty partner of the USA women’s basketball teams ahead of the Olympic and Paralympic Games this year.
- 🥇 Procter & Gamble is investing in 30 marketing campaigns across 40 countries (in-store and online) and a pop-up experience as part of its 10-year partnership with the Olympic and Paralympic Games. This year P&G is also launching a beauty and grooming salon for athletes to undergo treatments from Head & Shoulders, Pantene, Mielle Organics, Gillette and Braun, as well as partnering with over 100 athletes and 150 global retailers on Olympic and Paralympic-inspired campaigns.
- 🥇 Mielle will be offering services in P&G’s salon for athletes that have textured hair as well as planning an activation with basketball player A’ja Wilson, a Mielle ambassador.
- 🥇 SEPHORA (part of LVMH) is the official partner of the Paris 2024 Olympic and Paralympic Torch Relays and has set up pop-up stores in some of the torch relay cities, organised in-store events and provided beauty treatments for the medallists.
- 🥇NYX Professional Makeup (part of L’Oréal) has partnered with rising gymnast Shilese Jones, making her the brand’s first individual athlete partner. Jones will be featured on NYX billboards and will highlight NYX products in social media content like GRWM videos for her 90k+ followers.
- 🥇Team USA gymnasts Simone Biles and Jordan Chiles announced partnerships with biotech hair-care line K18 Hair and makeup brand Milani, respectively.
- 🥇Olympic champion Rebeca Andrade of Brazil has fronted local makeup line Vult , owned by Grupo Boticário, since 2021.
- 🥇France’s Mélanie de Jesus dos Santos is an ambassador for Dior, whose parent company, LVMH, is an official partner to the Paris Olympics — the gymnast attended Dior’s Fall 2024 couture show, where Maria Grazia Chiuri showed clothes with an athletic bent.
- 🥇L’Oréal also named Australian footballer Mary Fowler as ambassador in March.
More about the beauty opportunity in the Olympics in this Vogue Business article.
FYI – The International Olympic Committee’s Rule 40 institutes a blackout on advertising between athletes and non-Olympic sponsors from nine days before the opening ceremony until three days after the closing ceremony.
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