*ART: PLEASE UTILIZE ONLY A SINGLE ROCHAS-RELATED IMAGE IN THE_LAYOUT
PARIS –
Rochas
A streamlined, gold-colored Formula 1 vehicle is pushed onto the racetrack by attractive women dressed in form-hugging outfits and high heels. The chief female racer from the all-women crew mists herself with Audace, the company’s latest perfume.
The competition is heating up, evident not only in the campaign video where the Rochas vehicle speeds ahead to secure first place and claim the gold but also as cosmetic companies hasten their collaborations with the racing world.
In its 75th year, Formula 1 holds significant prominence, being the most-watched annual sporting event globally, attracting approximately 750 million viewers, as reported by Nielsen Sports. Women make up 41% of this massive following, helping the racing series move away from its historically male-dominated reputation. Additionally, the demographic seeing the highest increase in interest consists of individuals aged between 16 and 24 years old.
Formula 1’s sponsorship revenue has increased by 10% compared to last year and surpassed $2.9 billion in 2025, as reported by Ampere. Additionally, the sport is expanding its audience, currently claiming over 65 million followers through various social media channels.
Increase in Formula One’s following since 2020 stands at 38 percent; meanwhile, broadcasting of races within the U.S. saw a twofold expansion from 2018 levels,” stated Stacey Andrade-Wells, who serves as the Chief Marketing Officer at Liquid I.V., an electrolyte beverage mixer. “It represents quite a burgeoning area where advertisers can effectively engage with potential customers.
Beauty
brands, also including
Charlotte Tilbury
and
Elemis
, have taken note and converted F1 into an additional runway.
The sport, previously considered elitist, gained global attention partly due to the Netflix show “Drive to Survive,” attracting a younger and more varied fan base. Additionally, social media platforms and e-sports have played significant roles in this growth.
“Louise Johnson, who serves as the global CEO of Fuse—a sports and entertainment marketing firm—stated that ‘athletics provide a means to reach target demographics with greater impact compared to conventional advertisement methods,'” she explained.
A significant aspect of sports involves aesthetics. Athletes place great importance on personal grooming as it serves as an important means of self-expression even when they’re dressed in uniforms. Both athletics and beauty intersect at points related to overall health—physical and psychological—which was mentioned by her.
Sports intersects with neighboring fascinations like fashion, music, and well-being. “At present, everything is converging and blending together,” Johnson stated. “This explains why we’re witnessing numerous beauty brands entering this space now.”
The distinctive aspect of Formula 1 lies in its ability to span both athletic events and entertainment, as well as hospitality sectors. Its wide-ranging influence enables it to deeply embed itself into popular culture,” Andrade-Wells added. “Those focused on beauty and wellness often set the pace for emerging trends and cultural shifts. Consequently, what matters to them tends to become significant for the brands aiming to engage and resonate with their audience.”
Like F1, beauty brands have their sights trained on China and the Middle East as two main growth markets, pointed out Olivier Tjon, a neuromarketing pioneer and cofounder of Beyond Reason consultancy.
“Formula 1 serves as an intriguing stage for reaching these audiences,” he stated, emphasizing that the addition of new events to the schedule targets these regions with distinct market dynamics influencing cosmetic product consumption.
Chinese women frequently buy Western luxury cosmetic brands as a way to express their determination,” Tjon explained. “Similarly, Formula 1 is closely linked with boldness.
He mentioned that the primary reason for purchasing cosmetics among women in the Middle East is to please others, mainly their partners. Therefore, it’s likely they would invest in products related to sports to achieve this.
Put aside Penelope Pitstop from the 1960s animated series “Wacky Races.” Those depictions are outdated. Modern beauty companies are adopting innovative and inclusive strategies when portraying women as race car drivers—especially within Formula 1 circles.
During its campaign, Rochas depicts the victorious female racecar driver—having outperformed a male competitor—holding aloft an oversized Audace perfume bottle as her prize. The bottle’s design resembles a woman clad in Rochas haute couture, striking a confident pose with her hands on her hips, embodying the spirit of a successful businesswoman.
Why should it be limited to just men?” asked Philippe Benacin, chairman and CEO of Interparfums SA, the company behind Rochas, discussing F1. He mentioned that the concept of aligning with the sporting world aims to encourage and strengthen women.
The approach has already yielded benefits. Launched in France during February, Audace helped boost Rochas perfume sales by 13% to €10.3 million within the initial three months of this year. “Audace is leading the expansion,” according to Benacin.
“Formula 1 has the potential to drive transformation,” stated Séan Harrington, co-founder and CEO of Elemis.
In February, the British skincare company joined forces with the Aston Martin Aramco F1 team as their inaugural official skincare collaborator. This partnership, spanning three years, commenced on March 14th during the Australian Grand Prix. At this event, Elemis organized an engagement activity within the hospitality area exclusively forVIP attendees from both parties.
The collaboration involves product partnerships, including travel-sized editions. The Elemis brand logo appears on the Aston Martin Aramco racing cars, next to brands like Boss and Oakley.
Harrington viewed the F1 collaboration as a straightforward choice and logical match. He explained, “My aim was to seek out a chance over the coming five or even ten years to add another dimension and elevate the brand—infusing it with renewed vigor and momentum.”
The executive has had a longstanding admiration for Lawrence Stroll, who serves as both the part-owner and executive chairman of Aston Martin, along with being the owner of its Formula 1 team.
“Harrington mentioned that this is an iconic British brand with a remarkable history and excellent legacy. It stands for performance, luxury, comfort—many qualities that align with our ambitions for Elemis. This makes me feel there’s a genuine chance for these two brands to join forces,” he stated.
He was impressed by how each executive he encountered at the Aston Martin factory seemed dedicated to achieving victory. “This aligns perfectly with our company’s direction,” Harrington remarked. “The chance they offered was one I couldn’t pass up. My interest lay primarily in the culture and potential impact this might have within my own firm. The positive attitude, vibrant energy, and relentless push towards success aren’t merely slogans; these concepts hold genuine significance here. Their aim isn’t solely about survival—they’re focused on winning.”
Similar to Elemis, the automobile company places significant emphasis on corporate social responsibility. Harrington believed that joining forces could create an unbeatable combination. “I was correct,” he stated. “This collaboration has truly transformed our approach. This initiative extends beyond mere motorsports—it’s about fostering a culture, engaging with employees, and forming strategic alliances.”
The executive feels this approach transcends conventional branding. They explain, “‘It’s about discovering a method to breathe life into these partnerships for our clients, consumers, and business relations across the globe. This is what makes it truly thrilling.'”
In recent events held in Melbourne, Australia, and Shanghai, Elemis extended invitations to wholesalers, distributors, hotel and spa collaborators, as well as brand representatives.
Harrington stated, “My guests have the opportunity to be part of [Aston Martin’s] team—not just sipping champagne in a VIP lounge. You’ll meet the drivers and interact closely with the team members. You’ll be inside the garage, coordinating pit stops with them—you’re fully immersed. This experience is one-of-a-kind. We see this as an ongoing venture.”
This year, the Elemis Aston Martin pit stop has expanded into a comprehensive “pit stop spa” for Miami. During other race events, an Airstream will also play a role in this experience, enhancing the luxurious travel lifestyle for all of Elemis’ clientele with elevated comfort on the go.
Meanwhile, the company is building connections with athletes of both genders and tracking the progress of up-and-coming drivers as they advance in their careers within competitive sports. “No other athlete faces the same challenges these individuals do,” Harrington stated. “They deal with immense pressures and an unrelenting spotlight, considering aspects like physical fitness, nutrition, and mental well-being—it’s truly something uniquely intense for numerous people.”
Developments within the product line could extend into areas such as nutrition, health, wellness, beauty, and hydration. As Harrington stated, “We’re just beginning.” Additionally, there’s the upcoming Brad Pitt film [‘F1’], which is expected to boost global recognition for the brand.
He thinks the possible viewership for the sport could be enormous. “We’re only at the start,” Harrington stated, noting that Elemis’ collaboration with the Aston Martin Aramco team has already attracted more newcomers to both brands than any previous partnerships had managed to achieve.
When Charlotte Tilbury became the inaugural beauty company and female-led brand to officially sponsor the F1 Academy last year—a female-exclusive racing series established by Formula 1 aimed at supporting women racers—it created quite a stir throughout the sector, as per Johnson’s statement.
Tilbury doesn’t consider it surprising though. She stated, “Innovation and technological advancements drive both the worlds of beauty and motor sports, and these fields are energized by their dedicated, enthusiastic international fan bases.” Tilbury added, “There has been such an inadequate representation of women in this sport.”
“When I found out that 40 percent of F1 fans are female, yet more women have orbited the earth than driven an F1 car, I wanted to change that,” Tilbury said. “I realized there was an opportunity to make waves and champion diversity, inclusion and representation beyond the beauty industry.
In this collaboration, my aim is for young women and girls globally to find inspiration to chase after their aspirations and experience their utmost confidence,” added Tilbury, whose introduction to Formula 1 came from her dad—a close acquaintance of the esteemed late racing champion Niki Lauda. “This perfectly embodies what I aimed to achieve with my brand: empowering every individual across the globe to discover and present their most radiant selves using the transformative potential of cosmetics, skincare, and fragrances.
Tilbury highlighted that the effect has been substantial. She mentioned, “In 2024, our event attracted an impressive worldwide audience exceeding 14.3 billion people, significantly boosting recognition and involvement with this initiative.” Tilbury’s brand boasts over 12 million followers across social media platforms.
By 2025, the F1 Academy had expanded to incorporate a sixth team, leading to a 20 percent rise in involvement within the sport, now featuring 18 female racers.
Charlotte Tilbury kicked off this season in Shanghai and will proceed to visit cities like Montreal, Canada; Zandvoort, the Netherlands, and Las Vegas. The company is supporting Chloe Chong, the most junior driver in the 2023 lineup, who drives the Charlotte Tilbury Hot Lips Car.
“Magical pop-ups will appear both on and off the track, complemented by confidence-enhancing touch-up stations and many additional features,” stated Tilbury, who additionally presents drivers with items from the Pillow Talk range.
To celebrate International Women’s Day on March 8, the beauty company directed all proceeds from online sales of their Airbrush Flawless Setting Spray to the Motorsport UK’s Girls Karting Academy. Additionally, funds were allocated towards establishing the Charlotte Tilbury Scholarship at the same institution, aimed at supporting a young female participant in a full season of the Club 100 Karting Championship scheduled for next year.
“Women globally are committed to witnessing other women succeed and chase their aspirations,” stated Tilbury. “Being a woman entrepreneur, it’s crucial for me that we back the upcoming cohort of females to turn into trailblazers and game-changers. I have an immense enthusiasm for women achieving their ambitions, embracing self-assurance, and transcending limitations. We’re motivating these exceptional young ladies to shatter boundaries not only in sports but also further.”
In 2024, Liquid I.V. entered into a multiple-year partnership with the Miami Grand Prix, becoming their inaugural functional hydration sponsor. This move also represented the brand’s debut in Formula One and motor racing realms.
In Miami, Liquid I.V. set up a Race House and took over the entire city with various promotional activities including billboards. They distributed samples—referred to as “sticks in hand”—both within and outside the Paddock Club and at general admission areas. Additionally, they partnered with Hope Hydration to establish refilling stations for their products. For this event, Liquid I.V. also launched its initial field marketing effort using branded cyber trucks that roamed around Miami offering samples. In total, approximately 19,000 samples were handed out.
During its second season at the Miami race, Liquid I.V. will host an enhanced fan experience this Sunday at the Liquid I.V. Race House, offering a more engaging environment for attendees.
Andrade-Wells stated, ‘This is genuinely a sensory journey, allowing enthusiasts to savor our brand’s blend of taste and functionality.’ He added, ‘Participants will have the chance to distinctly sense the shift from dehydration to hydration.’
For the first time, attendees at the races will get to sample the brand’s exclusive mystery flavor, packaged specially for Formula 1 events. According to Andrade-Wells, they can also look forward to enjoying themselves, with various branded rewards and merchandise available.”
Hydration stations branded with our logo will be spread across the whole campus. To enhance accessibility for all Formula 1 enthusiasts, Liquid I.V. is producing exclusive behind-the-scenes material for social platforms.
Andrade-Wells stated, ‘We’re strengthening our collaboration and will extend our reach to include the F1 Las Vegas Grand Prix later this year.’ In order to truly emphasize this aspect of inclusivity, we plan to launch a nationwide contest at retailers, giving participants the opportunity to win an all-inclusive journey to attend the Las Vegas Grand Prix.’
On the Liquid I.V. website, participants can engage in a racing game by customizing their cars and competing against each other as well. Additionally, their first co-branded product will debut online.
To enhance Liquid I.V.’s comprehensive 360-degree approach, the company plans to implement outdoor advertisements. Additionally, their field marketing crew will distribute samples in Miami, with an anticipated total of around 250,000 samples being distributed.
“Andrade-Wells stated that we witnessed a substantial rise in our brand recognition after last year’s campaign,” noting that Liquid I.V. consistently seeks ways to engage with customers during high-demand hydration times.
“Our customers engage with us across four distinct scenarios: heating up, working out, traveling, and enjoying nights out,” she explained. “The Formula 1 Miami race brings together all these elements. We aim to elevate our presence significantly—making an even grander impact.”
Various cosmetic companies like Givenchy, Ralph Lauren, and L’Oréal Paris have enlisted Formula 1 drivers as brand representatives. Additionally, more of these firms are jumping into the broader automotive racing sphere.
For example, E.l.f. sponsored professional race car driver Katherine Legge at the Indy 500. This collaboration marked the first time a cosmetics company was associated with the event.
“Katherine Legge embodies our mission in action: supporting each individual who has the courage to dream,” stated Patrick O’Keefe, the chief integrated marketing officer at E.l.f. Beauty. “Right from the start, we saw within her an incredible power – daring, persistent, and unequivocally indomitable.”
Look for numerous additional beauty brands to join the F1 circuit soon.
“The real issue isn’t ‘should we,’ but rather ‘how quickly can we connect to the grid?'” Johnson stated.
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