Skincare Meets Women’s Sport: Clinique Reprises GameFace Campaign

Chiming with Women’s Sports Boom: Brand-Backed Strategies, which showcases the huge opportunity for brands that meaningfully connect with women’s sports, the campaign (stewarded by British sports marketing/creative agency Matta) hinges on four new ambassadors, including two England players: Sadia Kabeya, Abi Burton, Akina Gondwe and Claudia MacDonald.

The women, who notably have relatively small social media followings, discuss their relationship with the triumvirate of skin, self-esteem and sporting performance. “In Game Face’s year one we learnt the impact of sharing experiences from real-life role models […], which included prioritising authenticity over reach in some cases,” said Matta’s director of women’s sport Flo Williams.

“Gondwe, as a Black girl growing up in a predominantly white area, was aware her face stood out, so she took confidence in looking after her skin, and her sport allowed her to flourish. Burton, after becoming very ill, was put on steroid medication that lead to acne. When her confidence hit rock bottom, she started paying more attention to self-care and skincare. Since then, she’s competed at the Olympics,” Williams explained.

For 2024, ambassadors also get access to Clinique’s parent company Estée Lauder’s Open Doors internal leadership programme, conceived to cultivate success after an on-pitch career. Sessions include Grit, Resilience and Growth Mindset, Communicating with Impact, and Defining & Developing Your Personal Brand.

Grassroots clubs countrywide can apply for a package to improve their equipment and facilities and receive expert skincare advice and products.

See also Brands Breaking Barriers with Sport, Sports Retail Meets Self-Care and Athbeauty’s Ascent Tracks the Women’s Sports Boom in Strategies for Supercharging Beauty Retail.