Beauty brands like Fenty, Glossier, Clinique partner with Paris Olympics, Paralympic Games, athletes as sales by women's sports grows.
, running Friday to Aug. 11 and Aug. 28 to Sept. 8, respectively, mark the first time that gender parity — the same number of female and male athletes participating on the playing field — will be achieved. That advances women in sport at a time when female athletes are becoming
As a result, official sponsorship of brands and teams has ramped up. Earlier this month, Glossier revealed it is the USA women’s basketball team’s first beauty partner, for instance.became the official facial cleanser for Team USA, with five athletes — track-and-field stars Sha’Carri Richardson and Athing Mu; soccer player Rose Lavelle; sport climber Natalia Grossman, and gymnastics gold medalist-turned-commentator Laurie Hernandez — fronting the product.
Simone Biles, the most decorated gymnast of all time, has begun began a two-year ambassadorship with K18, the Unilever-owned hair care brand. Her kick-off campaign highlights the importance of inner strength. for Clinique, opportunities offered within women’s sports go beyond sportswear, from beauty to food and nutrition, health and tech/appliances,” said Marguerite Le Rolland, head of apparel and footwear at Euromonitor International.
Fenty Beauty by Rihanna revealed on Instagram that it is a premium partner of the 2024 Paris Olympic and Paralympic Games.As part of its core focus on inclusivity and diversity, Fenty will give makeup kits to 600 volunteers, aged 18 to 21, who are awarding athletes medals. This will include Eaze Drop’lit and Foundation, Gloss Bomb Universal Lip Luminizer and Invisimatte Setting Powder, according to the brand.
LVMH’s premium beauty retailer Sephora is a partner of the Olympic Torch relay, which debuted in the southern French city of Marseille on May 8 and offered activations for the public on the relay route, as well as at group locations along the itinerary and at stops. In four cities, for instance, Sephora operated pop-ups where people could get free makeup and learn about beauty from Sephora’s teams.
Sephora wanted, too, to showcase its internal talents and savoir-faire — especially related to its makeup artists.
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