Unilever's Clear is the latest beauty brand to enter the world of Formula 1, having been named Oracle Red Bull Racing’s first-ever Official Hair Care Partner.
The men’s shampoo and scalp care brand has entered into a global partnership with the motorsport’s Oracle Red Bull Racing team, which will start this season, due to their shared values in “high-performance”.
The “edgy” integrated programme between both brands will span storytelling, digital and social content, and retail activations across Asia, EMEA, and Latin America.
Clear will also be displayed on Red Bull Racing’s new RB22 car, and worn on the balaclavas of four-time world champion, Max Verstappen, and new partner on the grid, Isack Hadjar.
“Clear is designed to help people perform at their best under pressure,” said Mohamed Elsharkawy, Clear Global Brand VP.
“And partnering with Oracle Red Bull Racing brings our scalp care science into one of the most extreme performance environments in the world, where a clear head can make a major difference.
“This partnership reflects our shared belief in precision and performance.
“And together we aim to inspire people who demand maximum results in every aspect of their lives, while creating experiences that help them show up at their best, on and off the track.”
Many beauty brands have entered into, and are accelerating their existing partnerships, with Formula 1 as cosmetics-sports collaborations continue to rise.
Wella Professional, Elemis, Givenchy, LVMH and Charlotte Tilbury have all been turning to the high-octane racing event to reach a new range of consumers.
Talking about the partnership with Clear, Nick Stocker, Group Commercial Director of Oracle Red Bull Racing, commented: “Precision, discipline and relentless improvement define our continued success, and that performance mindset is what makes Clear a natural partner for the team.
“Their focus on science, innovation and results aligns closely with how we operate on-and-off the track.
“We look forward to working together to bring fans closer to the culture that fuels Oracle Red Bull Racing.”
Unilever’s Clear beauty brand specialises in men’s anti-dandruff shampoo and is available in 60-plus markets.
It is backed by more than 50 years of dermatology-led scalp science.