In the world of popular, elegant sports that have been largely overlooked by the luxury industry, F1 racing is now riding high. In recent months, LVMH announced, via its watch brand Tag Heuer, that it had snatched the title of official timekeeper for the races from Rolex. Until now, there had been few beauty initiatives… but that was before.
For a long time, the world of F1 remained a male-dominated universe targeting motor racing enthusiasts and lovers of beautiful machines.
In terms of brands, champagne and watches were pretty much the only ones to shine on the circuits and podiums. The latest addition, LVMH intends to establish Tag Heuer as the official timekeeper, Moët & Chandon as the champagne, and Louis Vuitton as the trophy carrier.
At the same time, Charlotte Tilbury has been interested in the world of F1 racing for a year now, taking advantage of an increasingly female audience. In this context, other beauty and perfume brands are naturally finding themselves in pole position.
F1 and female empowerment
In 2024, Charlotte Tilbury embarked on its first sports sponsorship by setting its sights on motor racing. It was a bold move for the brand, which became the first in the beauty industry to invest in the world of F1.
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Read also > Louis Vuitton makes its debut on the F1 circuit
Featured photo: © Rochas
