Charlotte Tilbury Named Makeup Partner of the Dallas Cowboys Cheerleaders
Debra John — June 7, 2025 — Marketing
References: instagram & charlottetilbury
Makeup Partner to the Dallas Cowboys Cheerleaders (DCC), Charlotte Tilbury Beauty has been officially named the first-ever beauty collaborator for the iconic team—marking the brand’s debut partnership in American sports. The collaboration spans skincare, makeup, complexion, and fragrance, uniting two powerhouse, women-led organizations known for performance and influence.
Founded by Charlotte Tilbury MBE, and led alongside Charlotte Jones, Executive Vice President of the Dallas Cowboys, the partnership "champions confidence, excellence, and empowerment both on and off the field." Charlotte Tilbury’s high-performance formulations are crafted to endure stadium lights, heat, and high-energy routines, delivering camera-ready results.
This initiative will include branded content, cheerleader-driven campaigns, and immersive pop-up activations—designed to engage consumers and fans alike. It reflects a dynamic convergence of beauty and sport, setting a new standard for performance-driven partnerships in the U.S. market.
Image Credit: Charlotte Tilbury
Founded by Charlotte Tilbury MBE, and led alongside Charlotte Jones, Executive Vice President of the Dallas Cowboys, the partnership "champions confidence, excellence, and empowerment both on and off the field." Charlotte Tilbury’s high-performance formulations are crafted to endure stadium lights, heat, and high-energy routines, delivering camera-ready results.
This initiative will include branded content, cheerleader-driven campaigns, and immersive pop-up activations—designed to engage consumers and fans alike. It reflects a dynamic convergence of beauty and sport, setting a new standard for performance-driven partnerships in the U.S. market.
Image Credit: Charlotte Tilbury
Trend Themes
1. Performance-driven Beauty Partnerships - The collaboration between Charlotte Tilbury Beauty and the Dallas Cowboys Cheerleaders introduces a new frontier where beauty meets high-performance sports, aiming to redefine standards for durability and visibility in makeup products.
2. Immersive Pop-up Activations - By employing pop-up activations, this partnership taps into interactive consumer experiences, encouraging a deeper engagement with both the sport and beauty communities.
3. Cheerleader-driven Campaigns - Utilizing the influence and energy of the cheerleaders as brand ambassadors creates a unique marketing strategy that personalizes the beauty brand's reach to sports enthusiasts.
Industry Implications
1. Beauty and Skincare - The integration of Charlotte Tilbury's products with athletic performance highlights a lucrative opportunity for developing specialized beauty solutions tailored to withstand extreme conditions.
2. Sports Entertainment - Bridging beauty brands with sports teams signifies a novel crossover that can enhance fan engagement and broaden demographic reach in the sports entertainment sphere.
3. Event Marketing and Experiences - The strategic use of immersive brand activations in sports environments demonstrates the potential for event marketing to engage and captivate diverse audiences effectively.
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