Aston Martin Aramco Teams with Beauty to Boost Female F1 Fans

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Aston Martin Aramco is leveraging beauty and wellness brand partnerships—Glaize, Elemis, Matchado—to captivate F1’s 41% female audience through spa pop-ups, nail wraps, and influencer activations.

Ahead of the British Grand Prix, Aston Martin introduced green nail wraps from Glaize and skincare treatments from Elemis in their Silverstone hospitality suite. They also ran a matcha bar for fans inside their I/AM community pop-up.

According to Nielsen, F1’s female audience has grown from ~32% in 2017 to 41% today—a clear signal of evolving fan demographics.. This marketing pivot reflects growing global relevance: 80% of Aston Martin’s revenue now stems from commercial partnerships..

Chief Marketing Officer Rob Bloom emphasizes creating culture-first initiatives: “We give fans the tools, the trust and the platform to tell our story in their voice”.

The campaign also deployed 14 UK out‑of‑home ads featuring user‑generated TikToks from female fans—bringing a community‑driven narrative to the streets. Since launching, this integrated strategy has boosted engagement and fortified brand loyalty in digital and real-world experiences.

The shift comes as F1 transforms into a lifestyle platform—evidenced by its Netflix series and relaxed social media policies. Beauty collaborations tap into identity, technology, and empowerment—resonating with modern audiences.

By weaving beauty into motorsport, Aston Martin is forging deeper cultural ties—and demonstrating that sports marketing now demands lifestyle integration, not just visibility.