PARIS — The Paris 2024 Olympic and Paralympic Games represent an unprecedented opportunity for beauty brands to spread their message around the world through sports marketing.
The two tournaments, which will run from Friday through Aug. 11 and Aug. 28 through Sept. 8 respectively, will be the biggest events ever to be held in France, with more than 10,000 athletes taking part and an estimated 350,000 viewing hours expected to draw billions of viewers around the world.
Beauty brands are poised to get deep into the Olympics and make a big impact. Here are some of the most creative tie-ins.
Procter & Gamble Beauty & Grooming Salon
Procter & Gamble Beauty and Grooming Salon Photo: Aurélien Meunier / Courtesy of P&G
World champion hairstylist Raphaël Perrier and Procter & Gamble will provide complimentary hair and nail services to 22,000 Olympic athletes and employees in a 1,080+ square foot salon created by P&G, a global Olympic partner, in the heart of the Olympic and Paralympic Village.
“We welcome athletes to help them find a style they like and do what they need technically for the competition,” said Perrier, who heads a team of about 30 stylists. He said his main goal is to keep athletes feeling positive and focused on their performance.
The lookbook features 20 styles and services to choose from – for curly and textured hair, long, medium and short hair, facial grooming and nails – achieved using products from P&G brands including Pantene, Head & Shoulders, Miel, Gillette and Braun.
“We will adjust and adopt [looks] “It depends on your body type, upbringing and hair type,” Perrier says.
Athletes can book appointments for 30 minutes to an hour through the app, and the salon will be open daily from 9am to 9pm from today through Aug. 13, and then from Aug. 23 through Sept. 10.
Adidas House Paris
The adidas Vibes fragrance will be premiering at adidas House Paris. Courtesy of Coty.
Adidas House Paris will open at the foot of Montmartre for athletes, partners and other friends of the brand, and will also include the services of long-time fragrance and beauty licensee Coty.
“We created Adidas House Paris drawing on insights from local teams, communities and athlete families in Paris, as well as our experience from similar facilities in Rio 2016 and London 2012,” said Simon Cartwright, Adidas’ senior director of Olympic and Paralympic Games.
“Our goal has always been to create a destination that showcases the best of our brand, provides a practical and comfortable environment to support and serve our athletes and enjoy the game in the heart of the city,” he said.
The two-storey store, spanning over 16,145 square feet, will feature a hospitality area, a sports bar, chill-out zones, entertainment space, a rooftop terrace and a ‘Look Good, Feel Good Area’ where Coty will offer personal care and beauty services.
“To enhance the services Adidas offers its athletes, including faster recovery, we are contributing to a holistic approach to wellness with a focus on care and beauty,” said Guillaume de Vuitton, vice president of Adidas at Coty.
With Coty’s help, athletes will be able to receive treatments such as makeup and nail art before and after competitions, interviews and award ceremonies.
“‘Feel good’ moments are delivered by our newest fragrance collection, Adidas Vibes,” said de Vuitton. “This mood fragrance range includes six eau de parfums that are scientifically proven to evoke positive emotions. Athletes can choose their scent whether they want a burst of energy, an uplift or simply relaxation.”
The Vibes collection will be available worldwide on September 1st.
Dermalogica
Dalila Muhammad Courtesy of Dermalogica
“This is a big cultural moment,” said Julia Ramanadan, vice president of global marketing for Dermalogica, who said athletes are now being seen as influencers in a bigger sense. “This is a big opportunity and a big conversation we wanted to be a part of.”
Unilever-owned Dermalogica’s new “Dynamic Skin Perform” campaign focuses on its flagship sunscreen, Dynamic Skin Recovery SPF 50, and aims to show that the product is as multifaceted as the athletes it serves.
The video-first campaign on skin health is socially driven and features three US athletes who use Dynamic Skin Recovery: Dalilah Muhammad, Kristen Nass and Taryn Kross.
Dermalogica also rolls out guerilla-style affiliate activations, such as the Venice Run Club, in the U.S. and other markets.
“Sunscreen is as important as a mouthguard or kneepads,” said the brand’s chief executive, Aurélien Riss.[With] Dermalogica partners with athletes to prove that performance skin care is non-negotiable. Forget logos; science-backed skin care deserves its place in competitive sports and the Summer Olympics.”
Bobbi Brown Cosmetics
Bobbi Brown Cosmetics and global co-sponsors, including the South African Sports Confederation and the Global Observatory for Gender Equality and Sport, have created a global photography competition called “Defeat. Overtake. Overcome: A Visual Tribute to Women and Sport.”
To that end, in May, photographers were invited to submit photos that capture the tenacity and determination of women and girls in sport. More than 120 submissions were received, and 20 winners were selected in early July. The winners’ work will be displayed in a virtual world-traveling exhibition that will take them to Geneva, Switzerland; Dakar, Senegal; and Johannesburg.
On Saturday, Bobbi Brown Cosmetics will launch a virtual exhibition on social media. The Estee Lauder Co.-owned brand will donate a total of $200,000 to the winners.
Mad Rabbit
Mad Rabbit Products
Starting in early July, Mad Rabbit began offering free tattoo care to all Olympians who have Olympic rings tattoos.
“A lot of athletes who participate in the Olympics end up getting ring tattoos,” says Oliver Zak, co-founder and CEO of the Los Angeles-based clean, vegan tattoo-care brand, “and it’s a great opportunity for them to commemorate a great time in their lives.”
Athletes who wear it include Noah Lyles, Simone Biles, Michael Phelps and Leticia Bufoni.
The Mad Rabbit Ring Set includes Repair Soothing Gel, Tattoo Balm, Replenish Daily Lotion Tube, and Refresh Exfoliating Bar Soap. The brand also invites Olympic athletes to come to Mad Rabbit to get tattooed.
Zak said that during a time of uncertainty in the US, it was important for Mad Rabbit, as a US company, to “shine a spotlight on the athletes who represent our country and promote unity from that perspective”.
Schwarzkopf Professional
Venus Williams Courtesy of Schwarzkopf Professional
Schwarzkopf Professional launched the “Up Your Hair Game” campaign featuring athletes Venus Williams, Megan Blank and Aly Raisman, and colorists Brendnetta Ashley, Carly Zanoni and Devin Pennell, in support of the relaunch of Igora Vibrance semi-permanent color.
The Henkel-owned brand will run the campaign until October, which “celebrates diversity and inclusive hair stories with the goal of helping everyone embrace their unique beauty,” according to a statement from Schwarzkopf Professional.
The new Igora Vibrance products will be available from August.
