Shiseido Taps Six Athletes for Sun Protection Campaign

Shiseido is hoping to harness the ability – and recognition – of athletes.

For its new Solar on the Run marketing campaign, it’s recruited six athletes, together with softball participant AJ Andrews, pickleball participant Anna Leigh Waters, golfer Lily He, climber Colin Duffy, breakdancer Victor Montalvo, and tennis participant Sabrina Santamaria, often known as the “Final Solar Execs”.

The brand new sunscreen, Final Solar Safety Lotion SPF 60+, is designed to carry out higher because the wearer sweats, and to not be heavy or sticky on the pores and skin.

The athletes can be on tour with Shiseido all through April to August, with activations equivalent to influencer occasions the place attendees can study from the professionals in Atlanta, Florida and California.

Athletes have grow to be extremely fashionable ambassadors for magnificence manufacturers – L’Oréal-owned hair care line Carol’s Daughter tapped tennis star Coco Gauff and nail care model Sally Hansen has recruited basketball player Jared McCain, whereas sporting occasions like Wimbledon have grow to be huge cultural moments. That hasn’t eluded Shiseido; Kenya Eldridge, vp of built-in advertising, cited a Deloitte report that predicted revenues from girls’s elite sports activities would surpass a billion {dollars} this 12 months.

“Folks are inclined to affiliate athletes with efficiency and self-discipline… that’s aspirational, however it’s additionally relatable to on a regular basis folks.” mentioned Eldridge.

For softball participant Andrews, the partnership is a pure match, as she’s each an athlete and a magnificence fanatic. “I sweat loads on the market once I’m taking part in,” she mentioned. “However every time I put up a video, folks will at all times say, ‘Drop the skincare routine!’”

Shiseido can be banking on the paradoxical relatability athletes have. Regardless of possessing abilities and talents the typical shopper doubtless received’t, followers at residence can watch their progress and struggles, and comply with their profession by wins and losses. “There’s a ardour there… you see them overcome adversity.” mentioned Andrews.

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