PARIS — The 2024 Olympic and Paralympic Games in Paris offer beauty brands a unique opportunity to spread their message globally through sports marketing.
They will take place from Friday to August 11th and from August 28th to September 8th. It is the largest event organised in France. More than 10,000 athletes will participate and it is expected to attract several billion viewers from all over the world, spread over some 350,000 hours.
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Beauty brands are ready to dive deep into the Games and make a big splash. Here are some of the most creative tie-ins.
Procter & Gamble’s Beauty and Personal Care Salon
World champion hairstylist Raphaël Perrier and Procter & Gamble are offering free hair and nail services to the Games’ 22,000 athletes and employees. That’s in a beauty salon created by P&G, a global Olympic partner, that spans more than 1,080 square feet and is located in the heart of the Olympic and Paralympic Village.
“We invite all athletes to help them find a style they like or to help them do what they need technically for their competitions,” said Perrier, who will have a team of about 30 stylists. He said the main goal is to get athletes in a positive frame of mind so they can focus on their performance.
A lookbook offers 20 different styles and services to choose from. These are for curly or textured hair, long hair, medium hair, short hair, facial care or nails, and are achieved with products from P&G brands, such as Pantene, Head & Shoulders, Mielle, Gillette and Braun.
“We will adapt and adopt [looks] “Their body shape, discipline and hair type,” Perrier said.
Athletes can make an appointment of 30 minutes to an hour via an app. The salon is open daily from 9am to 9pm from now until 13 August and then from 23 August to 10 September.
Adidas House Paris
Adidas House Paris opens at the foot of Montmartre for athletes, partners and other friends of the brand. That includes services from long-standing fragrance and beauty licensee Coty Inc.
“We created adidas House Paris based on insights from our local team and community in the city, our family of athletes and drawing on lessons learned from previous similar setups in Rio 2016 and London 2012,” said Simon Cartwright, senior director, Olympics and Paralympics at adidas.
“Our ambition has always been to create a space that brings the best of the brand to life, provides a practical yet comfortable environment to support and serve our athletes, and a location in the heart of the city to enjoy the competitions,” he said.
The two-storey venue, spanning over 1,500 square metres, features a F&B area, a sports bar, a quiet zone, an entertainment area, a rooftop terrace and a ‘Look Good, Feel Good Area’, where Coty offers personal care and beauty treatments.
“To enhance the services Adidas offers to athletes, such as accelerating recovery, we contribute to the holistic approach to well-being with an emphasis on care and beauty,” said Guillaume de Vitton, vice president of Adidas at Coty.
With the help of Coty, athletes can be treated before or after competitions, interviews or awards ceremonies. This includes make-up and nail art.
“‘Feel Good’ moments are delivered by our latest fragrance collection, adidas Vibes,” said de Vitton. “This range of mood scents includes six eaux de parfum, scientifically proven to evoke positive emotions. Athletes can choose their scent whether they need an energy boost, an uplifting feeling or simply want to relax.”
The Vibes collection will be available worldwide from September 1st.
Skin care
“This is a huge cultural moment,” said Julia Ramanadhan, vice president of global marketing at Dermalogica, who said athletes are being seen as influencers in a bigger way. “That’s a huge opportunity and a huge conversation that we wanted to be a part of.”
Unilever-owned Dermalogica’s new “Dynamic Skin Performs” campaign focuses on its hero sunscreen Dynamic Skin Recovery SPF 50. The idea is to show that the product is as versatile as athletes.
The socially driven, video-first skin health campaign features three American athletes: Dalilah Muhammad, Kristen Nuss and Taryn Kloth who use Dynamic Skin Recovery.
Dermalogica has also launched guerrilla campaigns in the US, such as the Venice Run Club, and in other markets.
“Sunscreen is as important as mouthguards and knee pads,” said Aurelian Lis, the brand’s CEO.[With] Dermalogica partners with athletes to prove that performance skincare is non-negotiable. Forget logos. Science-backed skincare deserves a place in competitive sports and the Summer Games.”
Bobbi Brown Cosmetics
Bobbi Brown Cosmetics and global co-organizers including the South African Sports Confederation and The Global Observatory for Gender Equality & Sport created a global photo competition titled “Overpower. Overtake. Overcome: A Visual Tribute to Women & Sports.”
To this end, in May they invited photographers to submit photos that showed the resilience and determination of women and girls in sport. More than 120 entries were submitted and 20 winners were selected earlier in July. Their work will be showcased in an exhibition due to the real-life globetrot to Geneva, Switzerland; Dakar, Senegal and Johannesburg.
Bobbi Brown Cosmetics will launch the virtual exhibition on social media on Saturday. The Estée Lauder Cos. brand will donate a total of $200,000 to the winners.
Crazy Rabbit
Since early July, Mad Rabbit has been offering free tattoo care to all Olympians with tattoos in the Olympic ring.
“A lot of athletes who compete in the Games get their rings tattooed,” said Oliver Zak, co-founder and CEO of the Los Angeles-based clean and vegan tattoo care brand. “It’s a cool opportunity to commemorate an incredible time in these people’s lives.”
Among the athletes wearing them are Noah Lyles, Simone Biles, Michael Phelps and Leticia Bufoni.
The Mad Rabbit Ring Set includes Repair Soothing Gel, Tattoo Balm, Replenish Daily Lotion Tube and Refresh Exfoliating Bar Soap. The brand also invites all Olympians to get a tattoo at Mad Rabbit.
Zak said that with the U.S. going through a volatile period, it’s important for Mad Rabbit, an American company, “to shine a spotlight on our athletes representing our country, and promote unity from that perspective.”
Schwarzkopf Professional
Schwarzkopf Professional launched a “Up Your Hair Game” campaign featuring athletes Venus Williams, Megan Blunk and Aly Raisman and colorists Brendnetta Ashley, Carly Zanoni and Devyn Pennell, to revive the demi-permanent color Igora Vibrance.
The Henkel brand will run the campaign through October. According to Schwarzkopf Professional in a statement, it “celebrates diversity and inclusive hair stories with the goal of empowering everyone to embrace their unique beauty.”
The new Igora Vibrance products will be available from August.
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