On the 16th of February 2024, it was announced that F1 Academy and Charlotte Tilbury would be joining forces to form a partnership that would seek to celebrate femininity in motorsport.
Charlotte Tilbury is renowned for its luxury makeup and skincare products. The partnership between the brand and F1 Academy is a particularly momentous event, as this marks the first partnership that Charlotte Tilbury has welcomed between the beauty brand and a global sports organisation. By welcoming this brand into such an influential industry, it is clear that sports such as motorsport are aiming at improving diversity and inclusivity by promoting brands that would otherwise would not have been seen within these particular areas of sports.
The partnership aims to promote positivity and confidence for women both in and outside of the race track, and helps to convey the idea that femininity and more masculine-dominated industries can go hand-in-hand. This can be seen not only through the partnership, but also the stunning livery that can be seen on one of the F1 academy cars. The design showcases the notable Charlotte Tilbury icon of a very recognisable pair of pouting lips, as well as a gorgeous crimson shade to compliment the ongoing themes of glamour and sophistication that are associated with Charlotte Tilbury. The car will be driven by Lola Lovinfosse, an 18-year old French racing car driver.
By introducing this incredible partnership into the world of F1 Academy, it is evident that the way that motorsports and sports in general are changing. Whilst these industries have always been typically male-dominated, it is clear to see that many sports are taking it upon themselves to change this narrative, particularly women-oriented sports such as F1 academy. In time, it can be expected that many other sporting industries will find new and exciting ways to promote a range of diversity in a way that is fun and appealing to a larger demographic of both athletes and spectators.
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