Insight of the Day: Why beauty is accelerating its Formula 1 partnerships in 2025
- InsightTrendsWorld
- Feb 21
- 10 min read
Why is this topic trending?
Beauty Industry Expansion into Sports:Â Â Following successful partnerships with the sporting industry and the Olympics in 2024, beauty brands are now actively moving into Formula 1 (F1).
Formula 1's Lucrative Audience:Â F1 is a global motorsport with a massive and engaged audience, offering beauty brands a significant marketing opportunity. For example, the Formula 1 US Grand Prix on ABC in October 2024 attracted an average audience of 1.3 million viewers, peaking at 1.5 million.
Untapped Partnership Potential:Â The combination of beauty and F1 is a relatively new and unexpected partnership, creating buzz and interest in the marketing and business world.
Representation Message:Â Beyond financial gains, beauty brands are using F1 partnerships to promote a message of better representation within the motorsport industry, adding a social impact angle to the trend.
Overview
The article discusses the rising trend of beauty brands partnering with Formula 1 in 2025. This collaboration is driven by F1's large and valuable global audience and the beauty industry's desire to tap into new and lucrative marketing avenues within the sports world. Beyond the financial benefits, these partnerships also carry a message of advocating for better representation in the traditionally male-dominated motorsport industry. This move follows beauty brands' increasing engagement with the broader sporting industry, including the Olympics, in 2024.
Detailed Findings
Formula 1 Viewership:Â Â F1 attracts millions of viewers globally, exemplified by the Formula 1 US Grand Prix on ABC in October 2024, which had an average viewership of 1.3 million and peaked at 1.5 million viewers.
Beauty Industry's Sports Engagement:Â Beauty brands have been increasingly active in sports marketing, with successful ventures into the broader sporting industry and the Olympics in 2024.
Shift to Formula 1:Â Beauty brands are now focusing on Formula 1 as their "latest money wellspring," indicating a strategic shift towards high-octane racing events.
Lucrative Racing Industry:Â The racing industry, particularly Formula 1, is highlighted as a highly lucrative area for beauty brands to gain from.
Representation Message:Â Â A key aspect of these partnerships is beauty brands using their platform within F1 to advocate for better representation in global motorsport, suggesting a purpose-driven approach beyond just marketing.
Key Takeaway
Beauty brands are strategically partnering with Formula 1 in 2025 to leverage the sport's vast audience and lucrative market, expanding their reach and marketing influence within the sports industry. Furthermore, these partnerships are being used to promote a message of improved representation in motorsport, adding a layer of social responsibility to these collaborations.
Main Trend
Beauty's Race to the Track
Description of the Trend (Name it): Beauty's Race to the Track
This trend describes the accelerating movement of beauty brands into Formula 1 partnerships in 2025. It signifies the beauty industry's strategic embrace of high-profile motorsport as a powerful marketing platform to reach new audiences, enhance brand visibility, and align with the values of a global and engaged fanbase. This trend is characterized by beauty brands seeking to capitalize on the lucrative racing industry while also using their presence to advocate for greater inclusivity and representation within motorsport.
What is consumer motivation?
Consumer motivation driving this trend, though indirectly, includes:
Interest in Both Beauty and Sports:Â A growing segment of consumers are interested in both beauty and sports, and appreciate brands that cater to their diverse interests.
Desire for High-Performance Products:Â Â Consumers may associate Formula 1 with high performance, precision, and cutting-edge technology, values that can be transferred to beauty products through these partnerships.
Support for Inclusivity and Representation:Â Â Consumers are increasingly conscious of representation and inclusivity, and may favor brands that actively promote these values in traditionally exclusive spaces like motorsport.
Engagement with Dynamic and Exciting Content:Â Â F1 and beauty collaborations can create dynamic and exciting content that captures consumer attention in a crowded media landscape.
Seeking Brands that Align with Broader Interests:Â Consumers appreciate brands that understand and engage with their broader lifestyle and interests beyond just product categories.
What is driving trend?
Several factors are driving this trend:
Formula 1's Growing Global Popularity:Â F1's expanding global reach and increasing viewership, particularly in key demographics, make it an attractive marketing platform.
Beauty Industry's Need for New Marketing Channels:Â The beauty industry is constantly seeking innovative marketing avenues to reach consumers and stand out in a competitive market.
Cross-Industry Partnership Opportunities:Â Â Brands are increasingly exploring cross-industry partnerships to tap into new audiences and create unique brand associations.
Desire to Reach Diverse Audiences:Â Beauty brands are aiming to reach more diverse consumer segments, and F1's global and varied fanbase offers access to these demographics.
Brand Building and Prestige:Â Â Associating with a high-profile and prestigious sport like Formula 1 can elevate brand image and perceived value.
What is motivation beyond the trend?
Beyond immediate marketing gains, deeper motivations include:
Long-Term Brand Growth and Relevance:Â Â Establishing a presence in new and growing sectors like sports to ensure long-term brand growth and relevance in evolving consumer landscapes.
Social Responsibility and Brand Purpose:Â Â Integrating social responsibility and purpose-driven initiatives, such as promoting representation, into brand strategy to connect with values-conscious consumers.
Expanding Brand Narrative:Â Â Broadening the brand narrative beyond traditional beauty contexts to encompass themes of performance, dynamism, and inclusivity, enriching brand identity.
Description of consumers article is referring to
The article indirectly refers to consumers of beauty products and Formula 1 enthusiasts, who are likely:
Age:Â Â A broad age range, encompassing younger demographics interested in trendy beauty and sports, as well as older demographics who are established F1 fans and beauty consumers.
Gender:Â While F1 has historically been male-dominated, its fanbase is diversifying, and beauty products generally appeal to a broad gender spectrum, although marketing may still be targeted towards specific segments within this range.
Income:Â Likely a range of income levels, as both beauty products and F1 viewership span different economic segments, although luxury beauty brands and F1's premium image may skew towards middle to upper-middle income.
Lifestyle:
Media Consumers:Â Â Actively consume media across various platforms, including live sports broadcasts, social media, and beauty publications.
Trend-Aware:Â Â Are aware of and influenced by current trends in both beauty and entertainment/sports.
Value-Oriented:Â Â Increasingly value brands that align with social values like diversity and representation.
Potentially Interested in Performance and Luxury:Â May be drawn to brands and experiences that project an image of high performance, sophistication, and luxury.
Global Citizens:Â Â Given F1's international nature, a portion of this consumer base is likely globally-minded and interested in international trends and events.
Conclusions
The article concludes that beauty brands are strategically accelerating their partnerships with Formula 1 in 2025, driven by the sport's lucrative audience and the opportunity to promote a message of better representation in motorsport. This trend signifies a significant move for the beauty industry to expand its marketing reach and engage with new consumer segments through high-profile sports collaborations.
Implications for Brands
Formula 1 Partnership as a Strategic Marketing Move:Â Â F1 offers a valuable and large platform for beauty brands to enhance brand visibility and reach a diverse audience.
Authenticity in Representation is Crucial:Â Â Brands leveraging F1 partnerships for representation messaging must ensure authenticity and genuine commitment to these values.
Sports Marketing Beyond Traditional Beauty Spaces:Â Â Exploring sports partnerships, particularly in high-profile events like F1, can be a highly effective strategy for beauty brand growth.
Content and Engagement Opportunities:Â Â F1 partnerships provide rich opportunities for creating engaging content, experiences, and activations that resonate with both beauty and sports fans.
Potential for New Product Categories:Â Â The association with F1 may inspire new product categories or product lines within beauty that align with the themes of performance, speed, and dynamism.
Implication for Society
Increased Visibility of Beauty in Unexpected Spaces:Â Â Beauty brands entering traditionally non-beauty spaces like motorsport can broaden perceptions of beauty and its relevance in diverse contexts.
Potential for Greater Representation in Motorsport:Â Â Beauty brand partnerships may contribute to increased awareness and action towards greater representation and inclusivity within the motorsport industry.
Evolution of Sports Marketing:Â Â Sports marketing is evolving to include partnerships with brands from diverse sectors like beauty, reflecting changing consumer demographics and interests.
Implications for Consumers
New Beauty Product and Content Experiences:Â Consumers may see new beauty product lines, marketing campaigns, and content inspired by or associated with Formula 1.
Increased Brand Engagement Opportunities:Â Â F1 and beauty partnerships may create new opportunities for consumer engagement through events, social media activations, and co-branded experiences.
Potential for More Inclusive Beauty Messaging:Â Â If representation messaging is effectively integrated, consumers may see more inclusive and diverse beauty campaigns associated with F1.
Implication for Future
Expansion of Beauty-Sports Partnerships:Â Â The trend of beauty brands partnering with sports is likely to expand beyond F1 to other sports and athletic events.
More Purpose-Driven Brand Collaborations:Â Â Brand partnerships across industries may increasingly incorporate social purpose and messaging as a core component.
Blurring Lines Between Beauty, Lifestyle, and Sports Marketing:Â Â Marketing strategies may further blur the lines between beauty, lifestyle, and sports sectors to reach broader and more diverse consumer segments.
Focus on "Unexpected" Brand Pairings:Â Â Industries may continue to explore "unexpected" brand pairings to generate novelty, media attention, and reach new audiences.
Consumer Trend (Name, Detailed Description): 'Beauty Beyond the Aisle'
Detailed Description:Â This consumer trend describes the expanding perception of beauty beyond traditional retail aisles and categories. Consumers are increasingly seeing beauty integrated into diverse aspects of life, including sports, entertainment, and technology, reflecting a broader understanding of beauty as a lifestyle and cultural phenomenon, not just a product category.
Consumer Sub Trend (Name, Detailed Description): 'Representation-Conscious Consumption'
Detailed Description:Â This sub-trend highlights the growing consumer awareness and demand for representation and inclusivity in brand messaging and actions. Consumers are increasingly choosing brands that demonstrate a commitment to diversity, equity, and inclusion, and are more likely to support brands that actively promote these values in their marketing and partnerships.
Big Social Trend (Name, Detailed Description): 'The Era of Cross-Industry Brand Collaboration'
Detailed Description:Â This broader social trend reflects the increasing prevalence and strategic value of cross-industry brand collaborations. Brands from traditionally distinct sectors are partnering to leverage each other's audiences, expertise, and brand values, creating innovative marketing opportunities and reaching new consumer segments in unexpected ways.
Worldwide Social Trend (Name, Detailed Description): 'Global Sports as a Lifestyle Platform'
Detailed Description:Â This global trend describes the expanding role of sports beyond just athletic competition, evolving into a broader lifestyle platform that encompasses fashion, entertainment, technology, and culture. Sports events and brands are increasingly becoming cultural touchstones and lifestyle markers, influencing consumer choices across various sectors.
Social Drive (Name, Detailed Description): 'Desire for Broader Cultural Relevance & Impact'
Detailed Description:Â The underlying social drive is the desire for brands to achieve broader cultural relevance and impact beyond just selling products. Brands are motivated to engage with cultural conversations, address social issues, and become more integrated into consumers' lifestyles and values, seeking to build deeper connections and brand loyalty through purpose-driven initiatives.
Learnings for brands to use in 2025
F1 is a viable beauty platform:Â Formula 1 offers a significant and valuable marketing platform for beauty brands.
Representation resonates:Â Â Integrating a message of representation into F1 partnerships can enhance brand appeal and purpose.
Unexpected partnerships create buzz:Â Â Exploring collaborations in non-traditional spaces like sports can generate novelty and media attention.
Content is key in sports marketing:Â Â Develop engaging and relevant content that bridges beauty and F1 for effective audience connection.
Authenticity is paramount for social messaging:Â Â Ensure genuine commitment and authenticity when promoting social messages like representation.
Strategy Recommendations for brands to follow in 2025
Develop F1-Themed Beauty Collections:Â Create limited-edition beauty product lines inspired by Formula 1, incorporating themes of speed, performance, and racing aesthetics.
Sponsor F1 Teams or Events with Representation Focus:Â Â Partner with F1 teams or sponsor events with a clear commitment to promoting diversity and inclusion within motorsport, aligning brand values with partnership actions.
Create "Beauty & Performance" Content Series:Â Â Develop content series that explore the intersection of beauty and performance, featuring F1 drivers, teams, and behind-the-scenes stories that integrate beauty product usage and messaging.
Launch "Representation in Motorsport" Campaigns:Â Â Initiate marketing campaigns that specifically highlight the need for and brand commitment to better representation in motorsport, using F1 partnership as a platform to amplify this message.
Engage F1 Fan Community Through Interactive Experiences:Â Â Create interactive experiences for F1 fans, such as virtual try-on of beauty products at races, social media contests related to F1 and beauty, and exclusive events that bridge both worlds.
Final Sentence (Key concept) describing main trend from article (which is a summary of all trends specified)
Beauty brands are accelerating Formula 1 partnerships in 2025 to tap into the lucrative racing audience and champion a message of better representation in global motorsport.
What brands & companies should do in 2025 to benefit from trend and how to do it.
Beauty brands in 2025 should capitalize on the accelerating Formula 1 partnership trend by developing authentic, engaging, and representation-focused collaborations that leverage F1's global platform to reach new audiences and enhance brand relevance. They can do this by:
Creating Co-Branded "F1 Beauty Essentials" Lines:Â Develop co-branded product lines with F1 teams or the F1 organization, offering limited-edition makeup, skincare, or grooming products tailored to the F1 lifestyle and fan base, emphasizing performance and dynamism.
Launching "Diversity Driver" Initiatives within F1 Sponsorships:Â Â Implement initiatives within F1 sponsorships that actively promote diversity and inclusion in motorsport, such as sponsoring female drivers, supporting STEM education for underrepresented groups in racing, or creating mentorship programs.
Producing "Behind the Helmet" Docuseries:Â Â Create documentary-style video content that goes "behind the helmet" of F1 drivers and team members, showcasing their personal stories, beauty routines, and perspectives on representation in the sport, humanizing the partnership and building authentic connections.
Hosting "Beauty & the Grid" Experiential Events:Â Â Organize exclusive events at F1 races or related settings that blend beauty experiences (makeup demos, skincare consultations) with motorsport elements (driver meet-and-greets, garage tours), creating unique and shareable moments for consumers and influencers.
Developing "Virtual Race Day Beauty" AR Filters:Â Â Create augmented reality filters for social media that allow users to virtually experience race day beauty looks, try on F1-inspired makeup, or interact with branded content in a fun and engaging way, leveraging digital platforms to amplify the partnership.
Final Note:
Core Trend: Beauty's Race to the Track - Beauty brands are strategically partnering with Formula 1.
Core Strategy: Authentic & Representation-Focused F1 Collaboration - Focus on genuine partnerships that promote representation and create engaging content.
Core Industry Trend: Cross-Industry Brand Partnerships for Broader Reach - Brands are increasingly collaborating across sectors to expand their marketing influence.
Core Consumer Motivation: Desire for Broader Cultural Relevance & Values-Aligned Brands - Consumers appreciate brands that are culturally relevant and demonstrate commitment to social values.
Final Conclusion
The accelerating trend of beauty brands partnering with Formula 1 in 2025 represents a strategic evolution in both industries. For beauty brands seeking to thrive, embracing F1 collaborations with a focus on authenticity, representation, and engaging content is crucial to capitalize on this lucrative trend and connect with a diverse, global audience who value both performance and purpose-driven brand messaging.
