Elemis is ramping up awareness of its multi-year partnership with Aston Martin’s Aramco Formula 1 Team ahead of the British Grand Prix via a new experiential pop-up.
The L’Occitane-owned British skin care brand’s UK activation at luxury department store Selfridges in London, taking place from 18 to 24 June, marks the “next phase” of Elemis’ sporting partnership ahead of the motorsport’s peak race weekend on 3 July.
It is said to bring together the shared values of performance, precision and innovation of Elemis and Formula 1, enabling the brand to engage with beauty consumers and the motorsport’s rapidly growing global audience.
“We have created an experience that brings together the worlds of luxury skin care and high-performance sport in an engaging and unexpected way,” John Mooney, Chief Brand Officer at Elemis, told Cosmetics Business.
“The activation allows visitors to engage with the partnership in a meaningful way, while experiencing the innovation, expertise and performance that sit at the heart of both Elemis and Aston Martin Aramco Formula 1 Team.
“The design draws inspiration from the
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