The presence of female athletes in the beauty industry has increased dramatically through commercials and advertising campaigns, especially after the conclusion of major events such as the Olympic Games held in Paris, France this past summer. This ongoing shift reflects the beauty industry’s mission for greater representation and redefining what it means to be “beautiful.”
In a Fashion Magazine article titled, “Female Athletes Are the Generation of Brand Ambassadors”, Meera Estrada touches on the buzz surrounding female athletes and the beauty brands they are partnering with. “Beauty’s alignment with sports fosters a more holistic, inclusive vision that encompasses strength, determination and resilience. And so female athletes are fast becoming the beauty industry’s new MVPs,” says Estrada. With the face of women’s sports coming into the forefront of beauty-brand partnerships, it further demonstrates a new level of recognition. It inspires younger audiences, including young athletes and even young girls in general.
Leading up to and following the Olympic Games, more and more female athletes are coming into the picture to partner with new, uprising beauty brands to increase both their own and the brand’s image. A prominent example of this involves Lontreau, a Canadian skincare brand, and Olympic Athlete Ilona Maher. “Skincare brand Medalist, co-founded by rugby player and body-positive influencer Ilona Maher, launched in July, coinciding with the Olympics, where Maher competed for Team USA,” notes Fashion Magazine. The pairing between beauty brands and Olympic athletes influences the potential for this market to skyrocket.
According to Future Commerce, female athletes have a stronger capability to engage with their audiences compared to male athletes. “Female athletes have had to build their personal brands outside their sport, driving them to connect with audiences through social media more regularly than their male counterparts,” and goes on to note that, “This positions them as authentic storytellers and more effective marketers,” says Alexa Lombardo and Candace Stewart.
The integration of female athletes in beauty advertising presents a cultural change that challenges persistent beauty standards. This new marketing strategy continues to transform the narrative, celebrating different beauty paths with the foundation of strength and individuality. Collaborations such as these can inspire generations to come, showing that athleticism and beauty can coexist, benefitting each other in unique and powerful ways.