and La Roche-Posay are showing up and cashing in.
Something incredible happened at Super Bowl LVIII.
(For those not privy to football vernacular, that was this years game.)
During the telecast, beauty brands activated in a way we hadnt seen in past years.
But this year, brands that often go viral on TikTok, like NYX Professional Makeup, e.l.f.
Why Now?
e.l.f.
This upward trend of women sports fans was top of mind for e.l.f.
Whatisclear is that female sports fans are on the up and up.
And those who have always been watching are finally being catered to.
Charlotte Tilbury
The brand declined to share how this converted to sales.
Clearly, there was a major incentive to engage around the Super Bowl.
Even more interesting is the power of womens professional leagues, like soccer, basketball, and tennis.
La Roche Posay
La Roche-Posay staked its claim in tennis by partnering with theUS OpenandMiami Open.
Weve seen the rise of viewership for sports, specifically women are watching more and more.
In 2023, theUS Open celebrated 50 years of equal prize money.
Ronan Mckenzie
In its second year of partnership, the brand handed out over 400,000 packets of sunscreen.
70% of people that tried the products said they would come back and buy the products.
Not to mentionwomen sports fans are just as engagedif not morethan their male counterparts.
The athletes recorded content and really led our campaign, says Mack.
Ronan Mckenzie
Formula 1 is becoming more diverse and youngeralmost one in three TV viewers is under 35.
I absolutely can see women racing in F1 in the next decadeor much sooner, I hope.
The barriers to entry for women in motorsport, particularly F1, have been significant.
A Wasserman study substantiated the growththe number is now 15% of total sports coverage.
(Remember, brands love earned media.)
