With marketers tracking the performances of athletes at the Summer Games in Rio de Janeiro to see who could shine as a spokesmodel. Fashion and beauty executives are no exception.
Women have been bringing style to the Olympics and sports in general for years. Shannon Rowbury will be easy to spot this year when she takes her mark for the 1,500 meters in Rio with bright red lipstick. Rowbury wears a hot pink or deep red lip to honor her late grandmother. Ali Krieger loves to wear mascara and call it “war paint.” U.S. gymnastics captain Aly Raisman says a touch of eyeliner gives her confidence.
| With four golds and a bronze under her belt, Simone Biles is the breakout star these Olympics. She arrived in Rio with brand endorsements reportedly worth $2 million for brands including Procter & Gamble’s Tide, United Airlines, Hershey’s, Core Power and GK Elite Gymnastics. This number is only expected to rise, especially considering how much the brands she is associated with have benefited. |
P&G featured one brand with a gymnast, and Douglas is that golden girl. The one-brand partnership between Douglas and Gillette Venus Swirl pairs her with its latest marketing innovation. The razor operates with a multidimensional “Flexiball” to help get around tricky areas like the knees and ankles.
P&G’s Aussie hair care brand has partnered with women’s volleyball players April Ross and Jennifer Kessy as a way to illustrate its marketing message that on-the-go women can use the products for great hair that fits into an active lifestyle — including high-performance Olympians.
Aly Raisman is a brand ambassador for Revision Skincare, which she touts for keeping her skin clear in spite of sweaty, intense training sessions six days a week.
Track and fielder Natasha Hastings is a brand ambassador for Sweat Cosmetics, a line of natural oil-free mineral foundation with SPF protection that claims to last through drenching workouts.
Pantene has signed British Olympic and World Champion track cyclist Victoria Pendleton as the latest ambassador of the Smooth & Sleek line.
Max Factor signed British swimmer Keri-Anne Payne as the face of their mascara, False Lash Effect Gold.
Olay is working with World Heptathlon and Pentathlon athlete Jessica Ennis (below, right) as the face of the new Olay Essentials line (launching in March).
Brands love to associate their products with overall winners. Wait and watch how many other beauty brands get on board with this trend as the Olympics get closer.