EXCLUSIVE: Elemis, Aston Martin Aramco F1 Group Partner on Three-year Offer

LONDON— Style brand names have actually been racing to Solution 1 in the last couple of years to profit from the popular sport and now appeal brand names are discovering their lane within the racing sport.

Elemis, the British skin care brand name, has actually signed a three-year handle the Aston Martin Aramco F1 Group as its very first main skin care partner.

The collaboration will start on March 14 at the Australian Grand Prix, where Elemis will host an activation in the hospitality suite for VIP visitors of the appeal brand name and Aston Martin Aramco.

The future of the collaboration consists of item cooperations and the chance to bridge neighborhoods together in between the 2 British brand names.

The Elemis brand will likewise be printed onto the Aston Martin Aramco sporting cars and trucks, signing up with brand names such as Manager and Oakley.

” When it pertains to engagement of sport and customers on an international reach, F1 is the most amazing and thrilling. The modification in F1 over the last 5 years has actually been impressive,” stated Séan Harrington, Elemis’ cofounder and ceo in a joint interview with Jeff Slack, handling director of business at Aston Martin Aramco F1 Group.

” I had the ability to actually see what F1 is doing to take [the sport] to an entire brand-new audience and its appeal among female audiences especially,” he included.

According to a research study by Nielson, 41 percent of F1 fans are ladies and it’s the fastest-growing fan base for ladies in between the ages 16 to 24.

Teaming with Elemis becomes part of a larger job for Aston Martin Aramco and its Make a Mark effort that assists to promote sustainability, addition and neighborhood engagement within F1.

” I have actually remained in the sport for 5 years and before taking the task, I had 2 issues. One was concerns of sustainability and how F1 wasn’t doing a fantastic task of that. Second of all, it was type of an old European white guy sport. Now it’s absolutely altered and I believe that’s what is necessary, that we as brand names acknowledge that modification,” Slack stated.

Harrington sees a great deal of resemblances in between Elemis and Aston Martin Aramco. “I wish to move our item, our brand name and our development at the very same sort of rate [as Aston Martin],” he stated.