Elemis is getting into the brand partnerships game — and has looked to Aston Martin to do so.
The beauty brand, which first collaborated with Aston Martin as the official skin care sponsor of the storied car manufacturer’s Formula 1 racing team earlier this year, is seeing that partnership expand Stateside. On Saturday and Sunday, Elemis teamed up with Aston Martin Lagonda at the Pebble Beach Concours d’Elegance on a temporary activation.
The pop-up entailed a luxury spa at the House of Aston Martin that offered skin analysis, facials and interactive games, in addition to hero products Pro-Collagen Marine Cream SPF 30 and Pro-Collagen Future Restore Serum.
You May Also Like
It marks the first Stateside foray from Elemis and Aston Martin together, and it also marks Elemis’ newfound interest in brand partnerships.
“Elemis as a brand has never ventured into partnerships before, and we first announced that we were the official skin care partner with Aston Martin’s Formula 1 team,” said Amy Mansell, the brand’s global partnerships director. “It was a bold move, but a strategic one. We saw an opportunity to engage with a very fast-growing, global and emotionally engaged audience of which 41 percent are female.”
The rationale for expanding that to Aston Martin Lagonda — the manufacturer’s road car division — was a simple one. “It creates that cohesion across the Aston Martin brand architecture,” Mansell said. “There is a huge amount of shared values in terms of performance, innovation, engineering excellence and British heritage, which we’re incredibly proud of as well.”
The relationship has been fruitful for Elemis thus far. There’s 23 percent higher brand awareness of Elemis among Formula 1 fans than otherwise; fans of Aston Martin’s team are three times more likely to purchase from the brand.
Mansell is already looking at how the partnership could evolve. “We’re early into our relationship with a car brand but excited about what it could look like in multiyear terms. You’ll see a lot of Elemis showing up in their environments,” Mansell said. “There’s the idea of looking at what a natural product collaboration would look like. It’s early days, but we have an aligned and shared vision.”
