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Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.
July 8, 2015
By: Christine Esposito
Editor-in-Chief
Earlier this year, Bayer Healthcare, owner of sun care brand Coppertone, embarked on a multi-year deal with US Soccer and the National Women’s Soccer League. Only it tapped forward Christen Press and defender Kelley O’Hara—not hat-trick hero Carli Lloyd—as brand ambassadors. Still, it’s a big PR win for the brand—especially after what happened on the pitch this past weekend. For Coppertone, the connection with US Soccer makes perfect sense and offers exposure to a huge group of potential customers; soccer is the most-played sport by children ages 4 to 19 in the United States. Sunday’s match was the most-watched soccer game in American TV history, but Fox reportedly pulled in just $17 million in ads from corporate sponsors, a far cry from the men’s World Cup in Brazil. Did the beauty and personal care industry miss a big opportunity by not buying air time during halftime? Maybe, but that’s Monday Morning quarterbacking…or fullbacking in this case. But will beauty brands make an even bigger mistake by not signing some of the women from the US National Team right now? During Sunday’s finals, my 12-year daughter's Instagram account was flooded with posts about the World Cup and plenty of videos of beauty hauls and girls rating their favorite lip balm. Lauder has given its flagship brand a more youthful vibe with Kardashian clan member Kendall Jenner. And Bobbi Brown (another Lauder-owned brand) recently created a campaign featuring extreme (but a bit obscure) athletes who ski, surf and BASE jump. But what if, for example, Clinique signed Lloyd? Or EOS tapped Julie Johnston? Or Sydney Leroux became the next CoverGirl? Lloyd currently has deals with Usana Health Sciences, a dietary supplement brand, and Visa. My tween isn’t going to be using any of those products soon. But I know for a fact that when she doesn’t have soccer practice, she wants to got to the mall, Target and CVS for more scented hand sanitizers, lipgloss and eyeshadow (that I might let her wear…at home.) So, we what to know, which beauty/personal care brand would be best to sponsor US World Cup superstar Carli Lloyd?
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