Elemis has tapped Formula 1 driver Jessica Hawkins as ambassador as the brand builds on its reputation in the motorsport industry.
Hawkins' appointment follows the British brand signing a multi-year deal to be Aston Martin Aramco Formula 1 team’s first-ever skin care partner.
The British racing star is Aston Martin Aramco’s Formula 1 Team Driver Ambassador and Head of F1 Academy.
As Elemis’ new face, she will work with the luxury brand to promote “diversity and inclusivity, both on and off the track”, and celebrate Formula 1’s growing female audience.
It is a timely move when 41% of the motorsport’s fans are women, while the fastest growing fanbase is females aged 16 to 24, found a study by measurement firm Nielson.
“We are honoured to welcome Jessica Hawkins to the Elemis family as a brand ambassador,” said Sean Harrington, CEO and co-founder of Elemis.
“Jessica’s fearless pursuit of progress in motorsport mirrors our own commitment to challenging the status quo and driving positive change.
“Her passion, resilience and advocacy for greater inclusivity make her a natural partner for Elemis.
“Together, we aim to inspire, empower, and elevate the voices of females in sport and beyond.”
Elemis will also support Hawkins racing this year as she competes in the series GT World Challenge Europe in an Aston Martin Vantage GT3 with Comtoyou Racing.
Commenting on Aston Martin Aramco’s collaboration with Elemis, Hawkins said it is a “unique collaboration to bring a luxury skin care brand to the world of Formula 1.”
She added: “Not only do I love the products, but I am also proud to work with a group who care so passionately about empowering communities – both within the world of beauty and now within the world of motorsport.
“Becoming a brand ambassador for Elemis seemed like a natural evolution of our partnership as a team.
“And I am very much looking forward to collaborating over the rest of the season.”
Formula 1 and beauty partnerships are taking off this year as many tap into the lucrative racing industry.
L’Oréal Paris has named Formula 1 racer Carlos Sainz its ambassador, with the star fronting the beauty brand’s Elvive hair care line.
Givenchy Parfums, meanwhile, has unveiled Formula 1 driver Pierre Gasly as an ambassador for its Gentleman Givenchy line of men’s fragrances.
LVMH has even signed a ten-year agreement to become a Global Partner of Formula 1.