The countdown to the 2024 Paris Olympics has begun. This year, the Games are more than just a sporting spectacle—they’re a beauty extravaganza! With the Olympics set to attract a staggering 15 million spectators in France and three billion viewers worldwide, beauty brands are seizing this golden opportunity to make their mark on the global stage.
Why are beauty brands so eager to jump on the Olympic bandwagon? The answer is simple: visibility, credibility, and engagement. As one of the most-watched events in the world, the Olympics offers an unparalleled platform for brands to reach a massive, diverse audience.
This summer, expect to see a flurry of beauty collaborations and sponsorships that will make the Paris Games sparkle. Here’s a look at some of the standout partnerships transforming the Olympics into a beauty bonanza:
LVMH: Leading the charge, LVMH is not just a sponsor but a major player in the Games. With a whopping €150 million ($166 million) investment, they’re supporting French athletes like swimmer Léon Marchand and ensuring their beauty retailer Sephora takes center stage. Sephora will sponsor the Olympic torch relay and set up dazzling pop-up stores across relay cities, offering exclusive events and beauty treatments for medalists.
P&G: A household name in beauty and grooming, Procter & Gamble is making waves with their Olympic Village Beauty & Grooming Salon. This salon will provide athletes with top-notch haircare, grooming, and nail treatments using products from Pantene, Head & Shoulders, Mielle, Gillette, and Braun. P&G is also rolling out 30 marketing campaigns across 40 countries and creating a pop-up experience as part of its decade-long partnership with the Games.
Glossier: Glossier is making history as the first beauty partner of the Women’s National Basketball Association (WNBA). Their long-term agreement includes outfitting top American basketball players like Brittney Griner and Breanna Stewart with their iconic products during the Olympics, ensuring these athletes shine both on and off the court.
NYX Professional Makeup: Partnering with rising gymnast Shilese Jones, NYX is spotlighting her as their first individual athlete ambassador, bringing their vibrant makeup to the gymnastics arena.
K18 Hair and Milani: Team USA gymnasts Simone Biles and Jordan Chiles are now ambassadors for K18 Hair and Milani, respectively, showcasing these brands’ products during the Games.
Vult Brazilian: Olympic champion Rebeca Andrade has been the face of the local makeup line Vult since 2021, adding a touch of Brazilian beauty to the Games.
Dior: French gymnast Mélanie de Jesus dos Santos represents Dior, aligning with LVMH’s overarching partnership with the Olympics.
L’Oréal: Australian footballer Mary Fowler has joined L’Oréal as an ambassador, and the brand is launching a campaign featuring Olympians like Jordan Chiles and Sabrina Ionescu with their Make It Last Setting Spray.
Fenty Beauty: Rihanna’s Fenty Beauty is stepping up as a premium partner, providing makeup kits and tutorials for 600 volunteers who will present medals at the Games.
So, why should beauty brands bet big on the Olympics? The benefits are clear:
1. Enhanced Brand Visibility: The Olympics’ global reach ensures that beauty brands get exposure to millions of viewers around the world.
2. Increased Brand Credibility: Partnering with such a prestigious event boosts a brand’s credibility and establishes it as a leader in the industry.
3. Targeted Marketing Opportunities: By providing products and creating unique experiences for athletes and volunteers, brands can showcase their offerings in impactful ways, driving brand loyalty and customer engagement.
4. Positive Brand Association: Aligning with the Olympics, a symbol of excellence and unity, enhances a brand’s image and connects it with values of international cooperation and achievement.
The 2024 Paris Olympics makes it clear that the fusion of sports and beauty is a trend that’s here to stay. Get ready for the most glamorously beautified Olympics yet!
Which brand were you expecting to collaborate with the Olympics? Kindly share in the comment section.
Post inspired by Lucy Thorpe.
Hugs and love, Misy
