The beauty of motorsports: F1 Academy™ x Charlotte Tilbury
Charlotte Tilbury ventures into the realm of F1 Academy, marking a pivotal moment in the convergence of beauty, women and high-speed racing.
© F1 Academy
It's finally here: a groundbreaking partnership between an all-female (though makeup should now be recognised as gender-neutral) beauty brand and the world of motorsport: Charlotte Tilbury beacomes an Official Partner of the F1 Academy.
But before we delve into this exciting news and why it's so significant, let's provide some context. We've already seen two beauty brands venture into the world of F1 and motorsport. One approach was completely off the mark, while the other was too quiet.
Tarte Cosmetics, an American beauty brand that gained popularity in the 2010s with its iconic 'Shape Tape concealer' product, thanks in large part to the influence of beauty bloggers, targeted the 2023 Miami Grand Prix. Unfortunately, they thought their influencer strategy would transfer seamlessly to the world of motorsport, so they engaged influential beauty TikTokers with no real interest or knowledge of motorsport. An approach that turned out to be a big mistake. When exploring a new marketing strategy, it's vital to target the right audience, but not just the one that fits your brand, but also the one that fits the momentum and the other brand you're partnering with. The result was a scandal and a chorus of criticism from both male and female audiences criticising the mismatch between the event and the influencers involved (who also accused Tarte of not treating black influencers equally), which ultimately affected the brand's image and the creators themselves.
Following Tarte's misstep, Anastasia Beverly Hills seemed to have taken note and sought to correct the misconceptions. They presented the brand on Bianca Bustamante's car during the Macau Grand Prix that same year. This strategy directly involved the driver in "get ready with me" content on her social media profiles, which better aligned with the brand's values and resonated with the target audience. The message was powerful: you don't have to choose between makeup and motorsport; you can embrace both passions and excel in both. However, there was a lack of courage in the approach. In such cases, you have to dare to be bold, otherwise it remains a fleeting moment of hype.
The beauty of motorsport
This is where Charlotte Tilbury has really seized the opportunity. Its partnership with the F1 Academy for at least a year, with the brand appearing on Lola Lovingfosse's car, represents the convergence of several elements. It embodies commitment to women's leadership, with a female-founded beauty brand (which, according to financial statements, saw a remarkable 38% increase in turnover to £310.30m in 2022) aligning itself with a motorsport initiative led by Susie Wolff, which aims to promote female accessibility in F1 and pave the way for more women in the sport.
Strategically, the partnership also benefits from geographical and demographic considerations. As a British brand, Charlotte Tilbury fits in seamlessly with the British spirit that runs through Formula One, as both companies appeal to a significant audience in the country. Furthermore, the beauty brand's robust performance in the UK market, which accounted for £260.39 million of its turnover, underlines what the synergy between the two could bring. However, F1 Academy is looking further afield, and so is Charlotte, whose increase in value has been supported by significant growth in the European, Middle Eastern and Australian markets through both physical and online channels.
Yet beyond the statistics, this collaboration embodies empowerment, confidence and encouragement. It challenges the notion that girls cannot pursue traditionally 'girly' interests, while at the same time nurturing a passion for sport and motorsport, countering the prevailing perception of male dominance in racing. It sends a powerful message: you can be both feminine and fierce, and thrive in both. Most importantly, it provides visibility - showing girls of all ages that beauty includes motorsport and vice versa.
