{"id":259927,"date":"2025-07-12T21:19:13","date_gmt":"2025-07-12T21:19:13","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/259927\/"},"modified":"2025-07-12T21:19:13","modified_gmt":"2025-07-12T21:19:13","slug":"can-beauty-help-this-f1-team-sway-female-fans","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/259927\/","title":{"rendered":"Can beauty help this F1 team sway female fans?"},"content":{"rendered":"

Vogue: How is F1, and Aston Martin specifically, adapting its marketing and content strategy to engage a growing and more diverse global fan base, particularly through social media?<\/strong><\/p>\n

We\u2019re watching patterns. We analyse who\u2019s engaging, what content sticks \u2014 TikTok has been pivotal for this \u2014 and what brings people into the fold. Whether it\u2019s a nail brand collaboration, a moment from the F1 movie, or a creator-led trend, that insight shapes everything, from our creative briefs to our community strategy. For us, we want retention. The tent is widening, metaphorically speaking, but we\u2019re focused on keeping people inside it by creating stories, experiences and content that feel personal, relevant and culturally fluent. That\u2019s how we build long-term loyalty, not just visibility.<\/p>\n

Vogue: So many beauty brands are leaning into F1 as a new opportunity. How do you ensure Aston Martin Aramco and its partnerships stand out from the crowd?<\/strong><\/p>\n

We stay focused on what matters most: the fan. Not just as an audience, but as part of the brand itself. That\u2019s a big shift for a 100-year-old luxury name like Aston Martin, but it\u2019s central to how we operate now. We\u2019ve built a strong internal creative team, yes, but we also open the door to fan creators, especially on platforms like TikTok [47.1 per cent of the brand\u2019s TikTok viewership is female]. We give fans the tools, the trust and the platform to help tell our story in their voice. That\u2019s the heart of our I\/AM programme: not a campaign, but a belief that fans are co-creators.<\/p>\n

This approach filters into our partnerships. We\u2019re not looking for transactional deals. We\u2019re looking for alignment with brands that understand the larger F1 culture and that want to build something meaningful. When things like F1-inspired nail art or spa moments start trending among fans, it\u2019s our job to listen, support and amplify that energy. That\u2019s how we stay differentiated in a crowded space: by being responsive, culturally aware and fan-first.<\/p>\n

Vogue: Looking ahead, what does the next phase of Aston Martin Aramco\u2019s beauty opportunity look like?<\/strong><\/p>\n

We\u2019re just getting started in beauty, but the potential is huge. Our work with Elemis is opening up opportunities \u2014 from products to experiences \u2014 that resonate with both our community and the broader F1 audience. Otherwise, our strategy is multi-layered. First, we\u2019re identifying cultural intersections that are focused on where beauty and motorsport naturally overlap, such as nail art, or skincare rituals around race weekends. Second, we\u2019re expanding globally, welcoming partners who want to tap into this moment with real creativity.<\/p>\n

Our I\/AM membership programme remains a key part of this. Less than 1 per cent of fans will ever attend a Grand Prix, so we have a responsibility to meet them where they are. If that\u2019s skincare or beauty content, we want to amplify it. The response has already been powerful. Fans are saying, \u2018Finally, a team sees us.\u2019 That tells us this isn\u2019t a niche opportunity. Granted, we\u2019re still early in our journey with beauty, but we see huge potential.<\/p>\n

Comments, questions or feedback? Email us at feedback@voguebusiness.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Vogue: How is F1, and Aston Martin specifically, adapting its marketing and content strategy to engage a growing…\n","protected":false},"author":2,"featured_media":259928,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4103],"tags":[4199,707,4200,2998,79,16,15],"class_list":{"0":"post-259927","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-f1","8":"tag-f1","9":"tag-formula-1","10":"tag-formula1","11":"tag-latest","12":"tag-sports","13":"tag-uk","14":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114842355183547579","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/259927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=259927"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/259927\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/259928"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=259927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=259927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=259927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}