Clinique inked a deal with English rugby star Holly Aitchison

The GIST: Clinique is joining the rugby scrum. As part of its rugby-centric #GameFace campaign, the beauty brand inked a deal with English star Holly Aitchison yesterday as England prepares to host the next women’s World Cup in 2025.

The details: Aitchison will be the brand’s U.K. and Ireland ambassador, tasked with promoting #GameFace on social media. The campaign aims to build young women’s confidence in their skin, while also funding rugby opportunities by supporting girls’ clubs across the region.

• Clinique is building a sponsorship program that allows clubs to apply for support packages worth up to $12.3K until January 31st. The packages include equipment, educational materials and travel support. Ruck yeah.

The context: Regional relevance is central to Clinique’s campaign. England’s women’s Euro-winning soccer team built unprecedented interest in women’s sports in the U.K., and the team used its platform to redirect the conversation to increasing girls’ access to sports.

Zooming out: Beauty companies live and die by the zeitgeist. Consequently, Clinique’s partnership signals that it sees both rugby and women’s sports in general as a surefire way to refresh its brand. It’s also a particularly astute strategy on the heels of a regionally successful women’s Rugby World Cup in New Zealand last month.

• Clinique isn’t the only brand in the industry to notice women’s sports’ growing cultural relevance — the WNBA assisted Glossier with the launch of its Body Hero product line last year.