Glamour on the Global Stage: Beauty Brands' Olympics Marketing Playbook

Tyler Kent | 08 August 2024
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Celebrity Interviews

Clay Aiken’s Son, 15, Steals the Spotlight on ‘Celebrity Family Feud’

On the August 6 episode of Celebrity Family Feud, Clay Aiken and his 15-year-old lookalike son, Parker, made a memorable appearance. The "American Idol" runner-up proudly introduced Parker to host Steve Harvey, marking his son's TV debut. The duo, along with Aiken’s mom Faye, brother Brett, and best friend Jaymes Foster (Parker's mom), faced off against Katharine McPhee and her husband, music producer David Foster.

The rivalry had a personal touch: David Foster is Jaymes's brother and Parker's uncle, while McPhee is his aunt. David Foster has also worked with Aiken on several albums. Despite the familial connections, Aiken shared with E! News that Parker, unlike his family members, has chosen a different career path. “He has something else he wants to do with his life. And I’m excited for him,” Aiken said, emphasizing his support for whatever path Parker chooses.

Beauty
Glamour on the Global Stage: Beauty Brands' Olympics Marketing Playbook

Beauty brands may not showcase their logos on athletes' uniforms, but they’re creatively capitalizing on the Olympics through strategic partnerships and engaging social-media campaigns. Under CEO Francesca Bellettini and designer Anthony Vaccarello, Saint Laurent has seen sales more than double over the past five years, projecting to surpass $3 billion in 2022.

Beauty brands are eager to tap into this Olympic excitement. LVMH-owned Sephora is the official sponsor of the torch relays, while Rihanna’s Fenty Beauty has also secured official partnership status. Other notable examples include Glossier, which has signed a long-term deal as the US women’s basketball team’s official beauty partner; K18, which enlisted gymnast Simone Biles as an ambassador; and Merit Beauty, featuring retired track star Allyson Felix in a video showcasing her “five-minute makeup” routine on social media.

This year's Games are particularly appealing to beauty brands due to the significant participation of female athletes—over 5,000—marking the first time since the Olympics' inception in 1896 that gender parity has been achieved. This increased representation aligns with growing interest in women’s sports, projected to generate over $1.28 billion in revenue in 2024, reflecting a 300 percent increase from 2021.

Entertainment
Celebrity Birthdays for August 8: Spotlight on Keith Carradine and Tawny Cypress

August 8 marks the birthdays of a diverse array of notable figures, all under the Leo sign. Among them are:

• Charles Bulfinch (1763): The pioneering American architect who shaped early U.S. architecture.

• Matthew Henson (1866): The Black explorer renowned for his Arctic expeditions.

• Emiliano Zapata (1879): The influential Mexican revolutionary leader.

• Arthur Goldberg (1908): U.S. Supreme Court Justice and labor lawyer.

• Dino De Laurentiis (1919): The acclaimed Italian film producer.

• Esther Williams (1921): The iconic actress and swimmer.

• Dustin Hoffman (1937): The celebrated actor known for his diverse roles (age 87).

• Connie Stevens (1938): The talented musician and actress (age 86).

• Phil Balsley (1939): The musician from the Statler Brothers (age 85).

• Larry Wilcox (1947): The actor famous for his role in "CHiPs" (age 77).

• Svetlana Savitskaya (1948): The Russian cosmonaut and first woman to walk in space (age 76).

• Keith Carradine (1949): The versatile actor and musician (age 75).

• Dennis Drew (1957): The musician from 10,000 Maniacs (age 67).

• Deborah Norville (1958): The well-known TV personality (age 66).

• Rikki Rockett (1961): The drummer for Poison (age 63).

• Scott Stapp (1973): The lead singer of Creed (age 51).

• Tom Linton (1975): The guitarist from Jimmy Eat World (age 49).

• JC Chasez (1976): The musician from NSYNC (age 48).

• Tawny Cypress (1976): The actress known for her dynamic roles (age 48).