### **Beauty Brands Rev Up Their Formula 1 Drive: A New Era of Empowerment**
**PARIS** — The world of beauty is hitting the accelerator as brands increasingly turn to *Formula 1* racing to amplify their marketing campaigns. **Rochas**’ stunning golden Formula 1 car rolls onto the track, escorted by glamorous women in body-con uniforms and killer heels. The lead driver of this all-female team spritzes on *Audace*, the brand’s latest fragrance, signifying a bold new direction.
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### **The Race for Relevance in the Beauty Industry**
The race is on—both in the exhilarating campaign clip where the Rochas car speeds into pole position and for beauty brands as they forge dynamic ties with the racing world. With *Formula 1* celebrating its **75th season**, it now attracts a staggering **750 million** enthusiasts, as reported by *Nielsen Sports*. Notably, **41%** of its fan base are women, showcasing a shift from its previously male-dominated image. Moreover, the wave of youth is crashing in with the **16-to-24 age group** being the fastest-growing segment.
#### **F1’s Explosive Sponsorship Growth**
According to *Ampere*, F1 sponsorship is growing at a rapid pace, witnessing a **10% year-on-year increase**, crossing **$2.9 billion** in investments as of 2025. With **65 million** followers across social media, the sport continues to expand its reach and influence.
> “Since 2020, F1’s fan base has soared by **38%**, and its broadcast coverage in the U.S. has doubled since 2018,” says *Stacey Andrade-Wells*, Chief Marketing Officer at *Liquid I.V.*, hinting at the immense opportunities for brands to connect with consumers.
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### **F1: The New Playground for Beauty Brands**
Leading beauty companies like *Charlotte Tilbury* and *Elemis* are seizing this momentum, turning F1 into a vibrant new runway. The sport’s transition from its elite status can be attributed in part to the Netflix series “*Drive to Survive*”, which draws a younger, diverse audience eager to engage.
> “Sports provide a platform to effectively reach those elusive audiences,” asserts *Louise Johnson*, Global CEO of *Fuse*, a sports and entertainment marketing agency.
#### **The Fusion of Sports and Beauty**
At the intersection of sports and beauty lies a profound connection. Personal care is vital for athletes, and beauty becomes a medium of self-expression while they don their uniforms. Johnson emphasizes how both sectors embrace physical and mental well-being, creating an appealing blend of interests, from fashion to music.
“The unique thing about *Formula 1* is its ability to transcend sports, and even permeate culture,” explains *Andrade-Wells*. *Beauty* consumers are trendsetters, and brands are learning to align with their aspirations.
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### **Beauty’s Strategic Global Expansion**
As F1 races expand into lucrative markets like **China** and the **Middle East**, opportunities abound for beauty brands. *Olivier Tjon*, a neuromarketing expert, emphasizes the cultural nuances influencing beauty choices in these areas.
> “In China, the push for Western luxury cosmetics is often tied to assertiveness among women,” Tjon notes. And in the Middle East, enhancing one’s appearance is deeply ingrained, often associated with relationships.
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### **Empowering Women and Breaking Barriers**
Forget the outdated tropes of female cartoon racers. The contemporary partnership between beauty brands and F1 signifies a revolutionary approach to female representation in motorsport. Rochas’ campaign boldly captures a female driver outpacing her male counterparts, triumphantly holding an oversized Audace fragrance bottle like a trophy, signaling power and empowerment.
> “Why should it only be a male domain?” questions *Philippe Benacin*, CEO of *Interparfums SA*, the owner of Rochas. His vision is to empower women through this exhilarating sport.
### **Rochas and Audace: A Triumph in Fragrance**
Since launching in France, *Audace* has fueled remarkable growth in Rochas’ fragrance segment, with sales surging by **13%** in the first quarter of 2025 to **€10.3 million**. Benacin proudly states, “Audace is steering our growth.”
### **Elemis and Aston Martin: A Match Made in Heaven**
On another front, *Elemis* has solidified its status as the Aston Martin Aramco F1 team’s official skincare partner, branding it a natural alignment of luxury and performance. The collaboration includes product adaptations that aim to resonate with both skincare and racing enthusiasts.
> “Our partnership is about elevating the brand and infusing new energy,” asserts *Séan Harrington*, co-founder and CEO of Elemis. He emphasizes the cultural significance of this collaboration, highlighting how it enhances brand presence and audience engagement.
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### **Leading the Charge: Charlotte Tilbury and Female Empowerment in F1**
When *Charlotte Tilbury* became the first beauty brand to sponsor the *F1 Academy*, a female-centric racing championship, it sent shockwaves through the industry. Tilbury passionately states, “Women have been underrepresented in motorsport.” Her mission is to inspire girls worldwide to pursue their ambitions confidently.
With a global reach of **14.3 billion** impressions in 2024, the *F1 Academy* now features **18 female drivers**, underlining the growing inclusivity within the sport.
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### **Bringing the Experience to Life**
Liquid I.V. has set up immersive experiences at the Miami Grand Prix, including a *Race House* and hydration stations, allowing fans to connect deeply with the brand. The company’s recent activation saw an incredible **190,000 samples** distributed, signifying a potent blend of health and hydration with the thrills of racing.
**As the lines between beauty, sport, and lifestyle continue to blur, it’s clear that beauty brands are not merely adding glamour to the tracks—they are driving change.**
With F1 set to further embrace its diversified audience, the question isn’t whether beauty brands should join this revved-up narrative, but rather, **how soon can they take the wheel?**
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### **Conclusion: The Future of Beauty and F1**
In a world where innovation reigns, beauty brands are racing ahead into the future, boldly asserting their place on the grid. This dynamic fusion sets the stage for an exhilarating ride ahead in both beauty and motorsport.
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