Beauty Meets the Track: How L’Oréal is Driving at Full Speed into F1
The roar of engines, the smell of burning rubber, and a line-up of some of the world’s most iconic brands — Formula 1 has always been a man's world. But that world is changing. The fastest-growing audience in F1? Young women. Enter L’Oréal Paris.
While many brands are still navigating how to authentically connect with this new fanbase, L’Oréal didn’t just find a seat at the table — they built their own grandstand. And in that grandstand sat two powerhouses: actress Simone Ashley and Scuderia Ferrari's own Carlos Sainz.
L’Oréal’s new campaign featuring Sainz and Ashley was shot against the backdrop of Paris — bold, cinematic, and unmistakably L’Oréal. It pairs the glamour of the brand with the adrenaline of motorsport, a fusion that reflects the modern woman’s multifaceted life: fearless, elegant, driven.
Simone Ashley, best known for her roles in Bridgerton and Sex Education, brings edge, intelligence, and charm. Carlos Sainz brings speed, precision, and an elite F1 audience. Together, they speak to a generation that doesn’t see beauty and speed as opposites, but as equals.
Social media ignited. Fans not just watch, they are engaged. The video spread fast, like a race car clearing the final corner, tapping into two massive cultural engines: fashion and Formula 1.
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Know your audience — then evolve with them.
F1’s audience has shifted. Young women aren’t on the sidelines — they’re in the stands, buying tickets, and shaping the culture. Following the drivers and learning the sport. L’Oréal saw the shift and responded with nuance.
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Don’t partner for reach, partner for resonance.
Sainz and Ashley weren’t just celebrities — they’re cultural bridges. Their chemistry, credibility, and combined fan bases delivered emotional velocity.
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Make the unexpected feel inevitable.
A beauty brand in motorsport could have felt forced. Instead, it felt right. That’s the power of elegant execution and strategic storytelling.
L’Oréal’s F1 campaign is more than clever casting — it’s a masterclass in audience alignment and brand evolution. As beauty redefines its boundaries and sport embraces diversity, the line between boldness and brilliance disappears.
It’s not just because they’re worth it.
It’s because they understand what worth means today.