Cosmetics Sponsorship: The Game Changing Benefits of Unusual Partnerships

The cosmetics market today is incredibly competitive, and the lasting impression you leave is not only about great products, but also about a brand statement that’s both strategic and resonates with consumers. 

If you’re an up-and-coming cosmetics brand that’s looking to take your business to the next level, understanding the power of targeted sponsorship can give you a big leap forward in elevating your brand in the eyes of consumers. 

Choosing the right sponsorship partner

The primary goal of any sponsorship is to boost brand awareness by aligning your products with events and/or organisations that reflect your brand values, and appeal to your target audience. 

Traditionally, cosmetics brands have gravitated towards partnerships that align with typically “feminine” activities or industries. However, change is afoot, and organisations are recognising that a broader approach can reap significant rewards.

Sports sponsorship: an emerging partner for cosmetics

In an interesting shift, more cosmetics companies are venturing into sports sponsorship. 

This might seem unconventional at first because the viewing of sports has, for so long, been portrayed as being more of a “man’s thing”!

But interestingly, the demographics reveal a very different story. 

Sports events now draw far more diverse crowds, including a significant percentage of women, who are also key decision-makers when it comes to household purchasing. 

For instance, our client, NYX, is a founding-level sponsor and exclusive partner with the LA Angels Football team. This shows a strategic move to tap into the family-orientated audience that watch their games.

And another of our clients, La Roche-Posay, has taken a big step into the world of tennis, and is now partnering with both the US and the Miami Opens. Their brand aligns with the sport's values of endurance and elegance, and a commitment towards gender equality in sports, which resonates deeply with La Roche-Posay’s consumer base.

Case in point: Charlotte Tilbury's bold move into Formula 1

Charlotte Tilbury's ground-breaking sponsorship of the F1 Academy is a great case in point. Despite Formula 1 traditionally being seen as a male-dominated sport, 40% of its fans are, in fact, women!

By becoming the first cosmetics brand to sponsor F1, Charlotte Tilbury not only accessed a huge audience of affluent and engaged consumers (viewership for 2022 was over 1.5 billion!) but also positioned itself as a pioneering, inclusive brand. 

This bold strategy has gained them significant PR coverage across major UK press outlets and increased their brand visibility far beyond the immediate world of F1 fans.

The impact of sponsorship is more than visibility

The benefits that well thought out sponsorship brings extends beyond basic visibility. 

By aligning with partners that share similar audience demographics and brand values, cosmetics brands can authentically enhance public perception and deepen consumer trust, which then drives customer engagement and loyalty. 

And of course, the association with sports and other major events, where their products are in use by athletes, allows brands to showcase the effectiveness and appeal of their products in tough situations.

Where to now…

For up-and-coming cosmetics brands ready to scale, the choice of sponsorship partners can be as critical as your product development or marketing strategy. 

By selecting partners that not only mirror your audience but also embody your brand values, you can achieve significant gains in visibility and consumer engagement. 

If you’re in the cosmetics industry and are looking to make a significant impact, considering unconventional partnerships like those in sports can be a game-changer that brings fresh opportunities to captivate a wider audience and elevate your brand to new heights.

At Whitewater, we specialise in helping brands navigate these choices, ensuring their sponsorship investments are strategic, impactful, and reinforce market presence. 

If you’d like to tap into our expertise and discuss how we can help take your brand to the next level, get in touch and let’s explore the possibilities together.