Elemis revs up marketing strategy with new F1 partnership
British brand Elemis has entered a new multi-year partnership with Aston Martin Aramco Formula One, becoming the team's Official Skincare Partner.
Under the new partnership, the luxury skincare brand aims to promote inclusivity within the world of Formula 1, which has recently seen a shift in fan demographic.
The focus on inclusion also aligns with Aston Martin Aramco’s 'Make a Mark' strategy, which aims to drive positive progress through the influence of the sport.
It comes as data from insights firm Nielson indicates that 41% of fans are women, partially those aged 16 to 24.
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In addition to inclusion, Aston Martin Aramco’s ongoing commitment to sustainability is also mirrored by Elemis, which is dedicated to environmentally conscious practices.
During the first year of partnership, Elemis will launch an edit of limited-edition product collections, as well as offering guests the "ultimate trackside experience" at the Aston Martin Aramco Paddock Club Suite, providing a moment of wellbeing with experiential treatments.
At the Monaco Grand Prix in May, the skincare brand will also activate a "first-of-its-kind" spa experience on board the Aston Martin Aramco luxury yacht.
Séan Harrington, co-founder and CEO of Elemis, said: "Becoming the first Official Skincare Partner of Aston Martin Aramco marks a meaningful, collaborative milestone for Elemis.
"As we kickstart this multi-year partnership uniting our two iconic brands, both rich in British heritage, we set out with the same mission: to expand the limits of performance and innovation on a global stage.
"This value-driven partnership is the first-of-its-kind and a pioneering effort in Formula One. It demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience."
Jeff Slack, Managing Director of Commercial at Aston Martin Aramco Formula One Team, added: "We are really excited to welcome Elemis to the Aston Martin Aramco family and the world of motorsport.
"As a brand synonymous with innovation and excellence, Elemis is a natural partner for us as we move into the 2025 season. Announcing our first Official Skincare Partner marks a significant milestone in how we connect with our fans, and I’m eager to see it open up new opportunities for both organisations."
