July 25th 2024

The cosmetic industry has always prided itself for its innovation, quality and diversity. It knows how to adapt to the changing needs and expectations of consumers, especially in terms of health, wellness, sustainability… and image. One of the most striking trends in recent years is the growing influence of sport on the cosmetic market, both in terms of products and communication. As the Paris 2024 Olympic and Paralympic Games draw near, we look more closely at the growing relationship between sport and beauty.

Leveraging the power of sport ambassadors

To meet the demand of sporty consumers and to promote their values, many cosmetic brands have chosen to collaborate with athletes as their spokespeople. These collaborations are not limited to sport-related products, such as sunscreens, deodorants or muscle balms, but also extend to skincare, makeup and fragrance lines. The athletes represent the brand's image, convey its message and embody its vision.

What do athletes have over models or other traditional beauty figures? One of the advantages of working with sport ambassadors is their strong appeal and credibility among consumers, who admire their achievements, their skills and their personality. They also have a large and loyal fan base, who follow them on social media and are interested in their lifestyle and recommendations. Moreover, sport ambassadors can help the brands to reach new audiences, especially younger and more diverse ones, who are more likely to be influenced by digital media and influencers.

Representation spreading through all sports

 The cosmetic industry has been a good student with its representation choices, with athletes coming from a diversity of sports and backgrounds. One notorious example is Iga Swiatek, the Polish tennis player and  French Open champion, who is the face of French luxury beauty brand Lancôme. She is joined by many other tennis players, including Jannik Sinner, current ATP number one and ambassador of La Roche-Posay, the French dermatological skincare brand.

But tennis does not have a monopoly on sport representation in cosmetics! Kylian Mbappé, the French football player and newest addition to the Real Madrid team, is one of the many star of Dior, the iconic French fashion and fragrance house. We also must mention Tom Daley, the British diver and the three-time Olympic medalist, who became in 2022 the first male ambassador for a global makeup brand by partnering with Rimmel, the British brand owned by the French group Coty.

Not only that, some brands such as the L’Oreal Group have broken deals with a growing number of para-athletes shows its commitment to diversity and inclusion by collaborating with para-athletes. One of the most notorious examples are Bebe Vio, Italian fencer and the 2016 Paralympic gold medalist, who is the muse of L’Oréal, the world's largest cosmetic company. She is joined within the group by Théo Curin, French swimmer and the 2016 Paralympic finalist, who is the ambassador of French skincare brand and L’Oreal subsidiary Biotherm.

As the Paris 2024 Olympic and Paralympic Games get ready to shine for the entire world and showcase the very best of sport… The beauty industry will without a doubt seize the opportunity to do the same!