How cosmetic brands leveraged the Olympics for gold

The Olympic Games are more than just  a celebration of athletic excellence, they are also a powerful marketing stage. 

Every four years, athletes from around the world showcase their physical prowess, and of course, brands seize the opportunity to reach millions if not billions of viewers. The convergence of athletics and beauty during the Olympics has become a trend that highlights the changing face of the cosmetics industry, tapping into a new audience. 

In this article, we are going to look into the power of the Olympics as a strategic marketing stage for cosmetics brands and how brands like yours could capitalise on sporting events!

Source: Getty Images

 Leveraging the Global Reach of the Olympics

The Olympics offer global exposure like no other event, the only one coming close to it being the World Cup final! 

In an age where wellness, fitness, and beauty are all becoming one, and billions of people are watching their favorite athletes compete, cosmetics brands naturally fitted within the Olympics' ecosystem. 

Cosmetic brands have capitalised on the Paris games by sponsoring athletes, launching limited-edition products, or creating campaigns centered around fitness and beauty making the quadrennial event an engine for brand growth.

Why the Olympics Are a Prime Platform for Cosmetics

Athletes today are more than simple sports icons. They are seen as « influencers » and brand ambassadors beyond the sports arena.  Their traits such as strength, discipline, resilience and for some even aesthetics are highly soared-after by brands as they are precisely traits that their customers aspire to have. Therefore, cosmetics brands have begun to tap into this association between sports and self-care.

Brand Collaborations with Athletes

Several beauty brands have partnered with Olympic athletes to promote their products. These partnerships go beyond simple endorsements; they focus on how the products fit into the athletes’ routines and how the athlete feels about them. Beauty companies promote their sunblock, anti-chafing creams, or makeup that can withstand extreme conditions, marketing to both athletes and fitness enthusiasts.

Source: Getty Images

Present and past Olympians such as Simone Biles, Naomi Osaka, and Serena Williams have all ventured into beauty collaborations, representing brands that appeal to both high-performance and personal care. This is a clear sign that cosmetics belong to sports realm.

Source: Wyn Beauty

Emphasizing Diversity and Inclusivity

Another reason cosmetics companies are drawn to the Olympics is the platform’s emphasis on diversity and inclusivity. The Olympics bring together athletes from all walks of life, representing various races, genders, cultures, and identities. Many beauty brands have aligned themselves with this spirit of inclusivity by promoting makeup and skincare products for diverse skin tones and types. Brands like Fenty Beauty, known for championing diversity, and others have used the Olympics as a way to strengthen their positioning as inclusive brands.

Source: Beauty Directory

Engaging Audiences through Digital Campaigns

Of course, cosmetics brands used the Olympic Games to launch social media campaigns, engage with consumers through interactive content, and showcase behind-the-scenes routines of athletes.

We have seen some "Get Ready with Me" segments with Olympic athletes, where they shared their skincare or makeup routines before a big event.

Conclusion

The Olympic Games presented a unique opportunity for beauty brands and emphasized that the marketing playground knows no boundaries for cosmetics businesses. As the world’s attention turned to the Olympic athletes who inspire us not only through their performance but also through their personal journeys, beauty brands that authentically engage with these narratives had increased visibility and a strong impact - and this, is gold.

The marriage of beauty and the Olympics is a winning formula for modern cosmetics brands looking to blend wellness, inclusivity, and performance into their campaigns. The success of these campaigns also attests of a more general trend around the « marketisation » of female sports, where more efforts are being made to sponsor and « rebrand » female sports to make sports talk to and appeal to women.

Brands of all sizes can include sports and athletes within their marketing strategy. From sponsoring a local D2 football league to leveraging bigger sports events; possibilities are countless for brands willing to take the plundge and break records.

If you are interested in promoting your brand in creative ways schedule a call with Candice PR here.