Beauty brands have a unique opportunity to reach global audiences through soccer

The GIST: Last week, The Athletic’s Asli Pelit dove into the beauty industry’s data-driven insights that make the case for advertising in soccer. One thing that stood out? How Brazilian legend Marta drove Avon makeup sales by wearing a signature red shade during the 2019 Women’s World Cup (WWC).

• However, it wasn’t until 2023 that we saw beauty brands enter the soccer space in earnest, seizing the unparalleled opportunity to reach a global audience year-round. And since then, athlete-driven marketing, especially for up-and-coming brands, seems to be the go-to strategy. Playing to their base.

The 2019 numbers: Pelit shared how Avon recorded a 2,000% jump in store visits and a 585.9% boost in “Avon lipstick” searches thanks to Marta during the WWC, which drew over 1B viewers globally. The brand also experienced ~$1.36M in earned media and saw over 1M units of its Power Stay lipstick sold.

The global opportunity: While beauty brands in the WNBA primarily gain impact in the U.S., those in women’s soccer can take advantage of the beautiful game being global. Consider how Marta appealed to Brazilian audiences to a U.K. makeup brand, or how newer U.S.-based makeup brands are going across the pond for sports partnerships.

• NYC-based Il Makiage took advantage of Arsenal’s storied brand in its 2022 partnership, while California-based Ilia Beauty partnered with Paris Saint-Germain this past May.

The men’s side: Brands have also shown up big in men’s soccer, partnering with some of Europe’s most popular teams. Nivea Men has been Real Madrid’s skincare partner for years, Estée Lauder became Manchester United’s first-ever skincare partner in 2023 to reach its sizable Asian audience, and L’Oréal Paris launched its first-ever sports partnership with Arsenal this year.

• Then there’s Unilever, the nutrition and personal care conglomerate that sponsored both the UEFA EURO 2024 and the UEFA Women's EURO 2025. The wide-ranging campaign included several Unilever brands like Dove, Axe, and Knorr to reach billions through in-stadium advertisements and dedicated fan zones.

What this means for North American soccer: So, what does this mean for North America? As an example, e.l.f Beauty (who’s currently under some hot water) became an official NWSL marketing partner in 2023. CMO Kory Marchisotto cited the data behind their partnership: Sports fans account for 66% of the U.S. population, with over 50% of American women following sports.

• In the first few months of league partnership, the brand reached 3M fans across 29 games. And most recently e.l.f. worked with four NWSL players to push their respective favorite products.

• Focusing on America comes at a lower price point, and by enhancing existing partnerships with athlete-first, identity and personality-driven campaigns, they’re appealing to a generation primed for influencer marketing. All glowed up.