New Headline: Lush Beauty Brands Up for America's Dinghy Challenge in World Sailing Championships
The dermocosmetics brand will also test sun care and skin care in real-life extreme conditions during the race.
PARIS — La Roche-Posay has become the Title Partner of the French Challenger team, K-Challenge, for the 38 th America’s Cup. It will compete under “La Roche-Posay Racing Team. ” Alexandra Reni-Catherine, international general manager at La Roche-Posay , the world’s leading dermocosmetics brand, said the tie-in makes sense for various reasons.
“First, because we share the same DNA with the America’s Cup,” she said, referring to the world’s oldest sport trophy, “which is about how to drive performance through science. ” More from WWD I Got a Red Carpet Facial From Celebrities' Go-To Esthetician Before the Oscars - Here's How to Replicate the Results at Home Aesthetic Doctor Antoni Calmon Dies Charlotte Tilbury, Hermés, Dior and More Luxury Beauty Brands Get Rare 15% Discount at Nordstrom “Second is we have French roots,” she continued. “And we have a culture of being a challenger.
La Roche-Posay was a challenger in the past. What we also have in common is we both believe in care. “If you want to win a race, it’s about how we care for one another on the boat, and that mindset of caring is really what we try to develop in La Roche-Posay,” Reni-Catherine said.
“You don’t win alone, you win with a team. That’s how we approach skin care today as an ecosystem. ” The brand, which lends its name to a team for the first time, looks at the tie-in with the America’s Cup through a new lens.