Beauty: Beauty Brands Are Betting on Sports
- InsightTrendsWorld
- Apr 19
- 7 min read
Why it is the topic trending (bullets, detailed description):
Beauty Brands Advertising in Sports: The article discusses the growing trend of beauty and cosmetics brands investing in advertising during major sporting events like the Super Bowl.
Targeting Female Sports Viewers: This shift indicates a recognition of the increasing number of women watching and engaging with sports.
Breaking Traditional Advertising Norms: Beauty commercials are appearing in advertising spaces traditionally dominated by brands targeting male audiences (e.g., beer, cars).
Partnerships with Female Athletes: The article also highlights beauty brands forming partnerships and sponsorships with female athletes and women's sports leagues.
Changing Perceptions of Women and Sports: This trend reflects a broader cultural shift where women's participation and viewership in sports are gaining greater recognition and investment.
Overview: The article explores the increasing trend of beauty brands investing in the sports industry, moving beyond traditional advertising spaces. The author notes the unexpected appearance of e.l.f. Cosmetics during the Super Bowl, followed by a significant increase in beauty brand advertising during the event in subsequent years. This shift is attributed to the rising viewership of women in sports, exemplified by record female viewership during the Super Bowl and significant growth in women's basketball viewership. Beauty brands like e.l.f., Dove, NYX, CeraVe, Glossier, Urban Decay, Sephora, and Charlotte Tilbury are highlighted for their investments in the NFL, women's sports leagues (WNBA), and female athletes, aiming to redefine femininity within the context of sports and tap into this growing market.
Detailed findings:
Beauty brands like e.l.f. Cosmetics have started advertising during major sporting events like the Super Bowl.
Four beauty brands (e.l.f., Dove, NYX, CeraVe) advertised in the Super Bowl in 2024, an unprecedented number.
Super Bowl LVIII had the most female viewers ever, with a 9 percent increase from the previous year (58.5 million women).
Women's sports are experiencing significant growth in viewership, with the NCAA women's basketball finals up 103 percent and the WNBA draft audience up 89 percent in women viewers in 2024.
E.l.f. has continued to invest in the NFL and will air a Super Bowl ad in partnership with Tubi in 2025.
Dove aired a Super Bowl commercial in 2025 aimed at redefining femininity in sports.
Sephora has partnered with Unrivaled, a new player-owned women's basketball league.
Urban Decay has partnered with WNBA player Cameron Brink.
Glossier featured women's basketball players in their recent campaigns for Stretch Complexion and Lip Gloss.
Charlotte Tilbury sponsored the F1 Academy during the 2024 season.
Key takeaway: Beauty brands are increasingly recognizing the significant female audience within sports and are investing in advertising during major sporting events and partnering with female athletes and leagues, signaling a convergence of the beauty and sports industries and a recognition of women's multifaceted interests.
Main trend: The Convergence of the Beauty and Sports Industries Targeting Female Audiences
Description of the trend (please name it): Beauty Goes Big League: The Sports-Cosmetic Crossover. This trend describes the growing intersection of the beauty and sports industries, marked by beauty brands increasingly advertising during major sporting events and forming partnerships with female athletes and women's sports leagues. This signifies a strategic effort to engage with the substantial and growing female audience in sports, challenging traditional advertising norms and recognizing the diverse interests of women.
What is consumer motivation: Female consumers who watch and participate in sports are motivated to see representation of their interests and values across different industries. They may appreciate beauty brands acknowledging their engagement with sports and find it empowering to see female athletes celebrated for both their athletic achievements and their personal style. This can lead to greater brand affinity and loyalty.
What is driving trend:
Growing Female Sports Viewership: The significant increase in women watching major sporting events and women's sports leagues is a key driver, making sports a valuable advertising space for brands targeting women.
Redefining Femininity in Sports: Beauty brands are aiming to redefine traditional notions of femininity within the context of sports, showcasing strength, individuality, and personal style.
Untapped Market Potential: The sports industry has traditionally been male-dominated in terms of advertising, presenting a significant and largely untapped market for beauty brands.
Brand Alignment with Positive Role Models: Partnering with successful and inspiring female athletes allows beauty brands to align themselves with positive role models and values.
What is motivation beyond the trend: Beauty and personal care remain important to many individuals regardless of their interest in sports.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article primarily focuses on female consumers who are fans and viewers of sports, particularly the Super Bowl and women's sports like basketball. This demographic likely spans various age groups (as indicated by the mention of childhood experiences and current viewership), and potentially a range of income levels given the broad appeal of both beauty products and sports. Their lifestyle includes engaging with sports as a form of entertainment and likely an interest in beauty and personal care products.
Conclusions: The beauty industry is strategically investing in the sports world to connect with the growing female audience, signaling a significant shift in advertising focus and a recognition of women's multifaceted interests.
Implications for brands:
Beauty Brands: Should consider investing in advertising during major sporting events and exploring partnerships with female athletes and women's sports leagues to reach a significant female demographic.
Sports Leagues and Organizations: Have an opportunity to attract new sponsors from the beauty and cosmetics industries, further supporting the growth of women's sports.
Implication for society: This trend reflects a more inclusive and representative view of women's interests and capabilities, breaking down traditional gender stereotypes associated with sports and beauty.
Implications for consumers: Female sports fans may see more beauty and personal care brands aligning with their interests, potentially leading to more relevant and representative advertising.
Implication for Future: "Beauty Goes Big League: The Sports-Cosmetic Crossover" suggests that this convergence will continue to grow, with more beauty brands recognizing the value of the female sports audience and investing in this space.
Consumer Trend (name, detailed description): The Multi-Passionate Female Consumer (Sports & Beauty). This trend describes female consumers who have diverse interests, including both sports and beauty, and appreciate brands that acknowledge and cater to these multifaceted passions.
Consumer Sub Trend (name, detailed description): The Athlete-Inspired Beauty Enthusiast: A segment of the Multi-Passionate Female Consumer who is influenced by the beauty routines and endorsements of their favorite female athletes and are more likely to purchase brands that partner with these athletes.
Big Social Trend (name, detailed description): The Breaking Down of Gender Stereotypes in Media and Advertising: Industries are increasingly moving away from traditional, limiting portrayals of men and women and embracing more diverse representations.
Worldwide Social Trend (name, detailed description): The growing interest and participation of women in sports, coupled with the global appeal of the beauty industry, makes this a trend with international relevance.
Social Drive (name, detailed description): The Desire for Recognition and Representation of Diverse Interests and Identities: Consumers want to see their various passions and identities reflected in the brands they support and the media they consume.
Learnings for brands to use in 2025 (bullets, detailed description):
Women's viewership of sports is significantly increasing.
Beauty brands are starting to advertise during major sporting events.
Partnerships with female athletes are becoming more common.
This trend targets the large and engaged female sports audience.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Beauty brands should consider advertising during popular sporting events, especially those with a large female viewership.
Explore opportunities to partner with female athletes and women's sports leagues for endorsements and sponsorships.
Develop marketing campaigns that celebrate the strength, individuality, and multifaceted interests of women, including their passion for sports.
Final sentence (key concept) describing main trend from article: "Beauty Goes Big League: The Sports-Cosmetic Crossover" highlights the growing trend of beauty brands strategically entering the sports industry to connect with the expanding and influential female audience.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, beauty and cosmetics brands should capitalize on "Beauty Goes Big League: The Sports-Cosmetic Crossover" by:
Strategically allocating advertising budgets to include major sporting events and platforms that attract a significant female viewership, such as the Super Bowl, women's basketball leagues, and women's soccer.
Actively seeking out partnerships and sponsorship opportunities with prominent female athletes and women's sports organizations, aligning their brand with inspiring and aspirational figures.
Developing marketing campaigns that celebrate the strength, confidence, and multifaceted identities of women, showcasing how beauty and self-care intersect with their passion for sports and active lifestyles.
Final note:
Core Trend: Beauty Goes Big League: The Sports-Cosmetic Crossover: Convergence of the beauty and sports industries targeting female audiences.
Core Strategy: Invest in Sports Advertising and Partnerships with Female Athletes: Reaching a large and engaged female demographic through their passion for sports.
Core Industry Trend: The Recognition of the Female Sports Audience as a Valuable Market: Brands acknowledging and investing in the growing influence of women in sports.
Core Consumer Motivation: Desire for Recognition and Representation of Diverse Interests, Including Both Beauty and Sports: Appreciating brands that acknowledge their multifaceted passions.
Final Conclusion: The increasing investment of beauty brands in the sports industry signifies a significant shift in advertising strategy, recognizing the substantial and growing female audience in sports and paving the way for more inclusive and representative marketing that acknowledges the diverse interests of women.
Core Trend Detailed: Beauty Goes Big League: The Sports-Cosmetic Crossover
Description: Beauty Goes Big League: The Sports-Cosmetic Crossover trend describes the growing intersection of the beauty and sports industries, marked by beauty brands increasingly advertising during major sporting events and forming partnerships with female athletes and women's sports leagues. This signifies a strategic effort to engage with the substantial and growing female audience in sports, challenging traditional advertising norms and recognizing the diverse interests of women.
Key Characteristics of the Trend (summary): Beauty brands are increasingly investing in advertising during major sports events and partnering with female athletes and women's sports leagues.
Market and Cultural Signals Supporting the Trend (summary): Beauty brands advertising during the Super Bowl, record female viewership of sports, and partnerships between beauty brands and female athletes/leagues (e.g., e.l.f., Dove, Glossier, Sephora) all signal this trend.
How the Trend Is Changing Consumer Behavior (summary): Female sports fans are seeing more representation of their interests in advertising, potentially leading to increased brand affinity and challenging traditional stereotypes.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Beauty brands should consider sports advertising and partnerships. Sports leagues have new sponsorship opportunities.
For Retailers: Retailers may see increased demand for brands aligned with female athletes and sports.
For Consumers: Female sports fans can expect more relevant advertising and representation.
Strategic Forecast: "Beauty Goes Big League: The Sports-Cosmetic Crossover" suggests that this convergence will continue to grow, with more beauty brands recognizing the value of the female sports audience and investing in this space.
Final Thought: "Beauty Goes Big League: The Sports-Cosmetic Crossover" highlights the growing trend of beauty brands strategically entering the sports industry to connect with the expanding and influential female audience.
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