Aston Martin appeal to women with ‘trailblazing’ luxury partnership

Aston Martin has announced it has signed a multi-year deal with British brand Elemis, which becomes the Silverstone team's official skincare partner.

The relationship has the aim of promoting inclusivity in F1, built on the foundation of the championship's increasingly diverse fanbase.

Studies show that the shift in demographic means 41% of those following F1 are now women, with the fastest-growing segment those aged between 16 and 24 years of age.

Bringing Elemis into its sponsorship portfolio aligns with Aston Martin's drive for positive progress through sport, as part of its Make a Mark strategy.

"We are really excited to welcome ELEMIS to the Aston Martin Aramco family and the world of motorsport," said Jefferson Slack, Aston Martin's managing director or commercial.

"As a brand synonymous with innovation and excellence, ELEMIS is a natural partner for us as we move into the 2025 season.

"Announcing our first Official Skincare Partner marks a significant milestone in how we connect with our fans, and I’m eager to see it open up new opportunities for both organisations."

Innovative activations

In the first year of the relationship, the luxury brand will launch a range of exclusive, limited-edition product collections. It will also provide 'pit stop' treatments in Aston Martin's paddock club suite.

At Monaco, Elemis will host an innovative spa experience on board Aston Martin's yacht.

Jess Hawkins, Aston Martin's driver ambassador and head of F1 Academy said: "It’s an exciting day as we announce ELEMIS as Aston Martin Aramco’s Official Skincare Partner.

"Formula 1 represents the pinnacle of performance, which resonates with ELEMIS’ own commitment to create class-leading and cutting-edge skincare. As the Head of F1 Academy for the team, promoting inclusivity and ensuring that motorsport is a place where everyone is welcome is really important to me, so it’s incredible that ELEMIS have a similar focus, both within their partnership and their strategy more broadly."

Séan Harrington, Elemis co-founder and CEO added: "Becoming the first Official Skincare Partner of Aston Martin Aramco marks a meaningful, collaborative milestone for ELEMIS.

"As we kickstart this multi-year partnership uniting our two iconic brands, both rich in British heritage, we set out with the same mission: to expand the limits of performance and innovation on a global stage.

"This value-driven partnership is the first of its kind and a pioneering effort in Formula One. It demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience.

"Both ELEMIS and Aston Martin Aramco have the hunger to win; I’m proud and excited to see our partnership come to life."