Olympic Goddesses: Unveiling the Golden Opportunity for Cosmetic Brands

Every four years, a ritual repeats itself: the TV stays on all the time, following as many sports as possible, cheering and celebrating our favorite athletes. It is a tradition to watch as much as possible for about two weeks, and I am not alone in this. Yesterday, while watching the Brazilian broadcast of the artistic gymnastics event, which crowned the USA, Italy, and Brazil (three countries I hold dear), it was mentioned that there were over a million of us connected.

Still on the subject of artistic gymnastics, the peak of my sports knowledge is being able to say "double-twist carpado", a term every Brazilian knows thanks to the goddess Daiane dos Santos. So, I content myself with merely admiring the sports aspect, but I could not help noticing the athletes’ makeup. In artistic gymnastics, visual presentation - hair, makeup, choice of colors - is intrinsically connected to the physical performance. It is a beautiful synergy to witness, and what makes this sport so fascinating, in my opinion. As camera technology improves to capture movements, it also shows all the details of the makeup. We see gorgeous and elaborate looks, as well as simpler ones with less flattering finishes. What crossed my mind was: Where are the cosmetic and makeup brands sponsoring and creating products for these amazing athletes?

Rebeca Andrade's stunning makeup during the team presentation at Paris 2024. Source: Getty Images

From what I observed, only Rihanna’s Fenty Beauty announced something along these lines. The brand promised to provide makeup kits and expert beauty advice to 600 young volunteers participating in the Victory Ceremony. This initiative highlighted Fenty Beauty’s inclusive ethos, but in my opinion, given the brand’s positioning in the luxury category and its strategy of participating only in the Victory Ceremony, it still leaves a huge gap open for brands focused on more accessible, everyday makeup.

Speaking of decorative makeup, the trend observed among gymnasts in Paris 2024 has been colorful makeup, referencing their countries’ colors, with graphic elements, bold liners, and lots of glitter. I am sure the athletes would love for these beautiful looks to stay intact despite sweat and tears, whether of joy or overcoming obstacles. Therefore, there is a significant space for products with these characteristics.

Regarding skincare: The excess sweat during sports practice, combined with the summer factor is a challenge when it comes to maintaining makeup. Sure, there are already long-lasting products that are part of the athletes’ arsenal, but a line inspired by Olympic athletes requires not just long-lasting effects but also multifunctionality. Let’s agree that, in beach volleyball, for instance, athletes can hardly apply and reapply sunscreen as suggested. So, there is a demand for a product increasingly resistant to sweat, with high SPF and long-lasting action, that takes the opportunity to offer skincare benefits... why not an antioxidant and hydrating action to care for our athletes? This is very feasible to improve since much has already been developed in this regard, so where is the marketing to make that partnership and launch a multifunctional line? I already have a name to suggest for this line: Olympic Goddesses! What do you think?

I would love to see campaigns with athletes, who, let’s face it, are already gods among us. Imagine them dressed in a modern Olympic theme, with products that are functional for sports but certainly serve consumers like me, who have a super dynamic routine and, therefore, need multifunctional and resistant products. I do not make serves and blocks, I do not do "double-twist carpados", but I juggle my skincare routine when I have to leave home very early and face heat, light, sweat, and my own free radicals attacking me throughout the day.

So, here is the reflection: we have four more years until Los Angeles 2028 to develop products inspired by our athletes’ efforts that can deliver quality and multifunctionality to a fan base passionate about sports. I bet my "double-twist carpado" that this idea is worth a gold medal.