Beauty brands turn to auto racing

Formula 1 racing is increasingly becoming a marketing hotspot for beauty brands. Glossy Daily reports that Sephora and Charlotte Tilbury are “already activating around the sport,” which it says “is increasingly becoming a vehicle for beauty brands to engage with new customers and prove themselves culturally relevant.” Another brand, Dermalogica, has also become involved with Formula 1 racing, though Glossy notes that “beauty and motorsports aren’t the most obvious of bedfellows.” Sephora said in an Instagram post in March that it is driving “full speed into sports marketing with F1 Academy partnership,” adding that “beauty’s relationship with sport is accelerating.”