American beauty staple Estée Lauder has landed a new partnership deal with ITV’s series ‘Dancing On Ice’.
In a first for the celebrity skating show, the beauty brand, famed for its Double Wear and Advanced Night Repair serum, has become its debut beauty partner for the 2022 screening.
As with other beauty brands that have teamed up with TV shows, Estée Lauder's skin care and make-up products appear in adverts throughout the show, while its logo has been brandished at the Bovingdon, UK, training rink.
“2022 is set to be another stand-out year for ‘Dancing On Ice’, with hugely popular, relatable talent from all age-groups taking to the ice,” said Nicola Casey, Marketing Director for Estée Lauder UK & Ireland.
“This partnership allows Estée Lauder to reach new audiences in an authentic and relatable way.
“The show brings sparkle, excitement and entertainment in the New Year and we’re so excited to be the first beauty partner ever to collaborate with ITV via this 360 partnership.”
ITV’s Director of Commercial Sales and Partnerships, Mark Trinder, added: “This fantastic new deal brings together one of our best-loved entertainment brands in ‘Dancing On Ice’ with an established household name in the world of beauty.”
Estée Lauder’s latest venture comes on the back of two new marketing campaigns it released at Christmas with social media platform Snapchat.
The two try-on features were developed for its Double Wear and Advanced Night Repair products.
Speaking exclusively to Cosmetics Business about the partnership with Snapchat, Casey said: “I’ve always believed there’s more opportunity for beauty in a digital environment.”