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SPEAKER 2
For the first time, we're seeing a female-led makeup brand sponsor Formula One. And F1 is such a male-dominated sport, so it's amazing to see Charlotte Tilbury, a makeup brand that's a luxury makeup brand, kind of just overtake that. This is an example of a brand not just investing in direct sales,
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SPEAKER 1
but in more brand-building efforts that go beyond the brand and the products that they sell. biggest thing about this is perpetuating the idea that as a woman you can be a driver as part of the formula one academy which was never ever considered as part
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of a traditional path for women and but now it is but now it is and i think the most important learning from this is the combination and the pairing of a brand that's considered girly with a brand that's very male forward racing cars it makes it more edgy i think that dichotomous combination really drives the messaging home

How a luxury makeup brand is transforming Formula 1

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