Contract details
Start date:
Status:
2023
Skincare partner
Leagues and Tournaments:
Estée Lauder Partners with Manchester United to Launch First-Ever Skincare Collaboration in Asia
Manchester United has joined forces with global beauty brand Estée Lauder to launch a pioneering partnership targeting fans in China and the broader Asia-Pacific region. Marking a first for the cosmetics giant, this alliance bridges the gap between sports performance and skincare, aiming to engage male audiences through digital storytelling and high-profile athlete ambassadors.
A Strategic Move to Reach Male Consumers in Asia
Launching in summer 2023, the collaboration centers on promoting Estée Lauder’s flagship product, Advanced Night Repair Serum, by connecting with Manchester United’s vast fanbase – over 250 million followers in China alone.
The campaign features top players from the club’s first team, including:
- Marcus Rashford
- Luke Shaw
- Alejandro Garnacho
- Raphaël Varane
The marketing initiative focuses on content-driven activations across social platforms, highlighting the role of skincare in a modern performance lifestyle.
“This partnership represents a bold step toward reaching a new generation of men who view self-care as part of their daily routine,” said Justin Boxford, Global Brand President at Estée Lauder. “We’re excited to work with a club like Manchester United, known for global impact and loyalty across generations.”
Campaign Focus – Advanced Night Repair Serum
At the core of this campaign is Estée Lauder’s Advanced Night Repair, a best-selling serum known for its all-in-one performance benefits. Featuring Tripeptide-32, the product supports the skin’s natural protection during the day and recovery at night.
Estée Lauder markets it as “seven serums in one,” ideal for fans and athletes alike who demand performance-level skincare to match their high-energy lifestyles.
“Just as our players prepare the night before a match, healthy skin starts with consistent care,” added Victoria Timpson, Manchester United’s CEO of Alliances and Partnerships.
Beauty and Sports Unite in a New Kind of Activation
The partnership reflects a broader trend where beauty brands are tapping into sports culture to grow relevance among younger and male audiences. Estée Lauder’s campaign with Manchester United includes:
- Social-first video content
- Product storytelling through athletes’ daily routines
- Health and wellness messaging tailored to sports fans
By fusing Manchester United’s global platform with Estée Lauder’s skincare leadership, the collaboration aims to shift perceptions around skincare as an essential aspect of performance and self-care.
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