8 Min Read |
It was touch and go, but the Olympics is now underway in spite of Covid-19 — and beauty brands are right there in the action. We’ve seen a swathe of beauty brand sponsorships for athletes and events, with Procter & Gamble putting a number of hats into the ring; and Shisheido prepared to capitalize on the influx of visitors to Tokyo by launching a new boutique store in the departure area of Haneda Airport’s Terminal 3.
But this year’s Olympic beauty collaborations aren’t just about selling products. Mental health has become a key focus of beauty brands entering the sports scene, and…
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Updated December 2022
