F1 news: Aston Martin’s unique marketing strategy to attract new female fans

Formula 1’s fan base is evolving - and Aston Martin are leading the charge in connecting with a younger, more diverse audience.

Here, Sports News Blitz’s Ayla Vaughan explores how the British F1 team is using creative campaigns and female-led collaborations to attract new fans around the world.

Nail gel collaboration with Glaize

Aston Martin partnered with the company Glaize to create 100 sets of the limited-edition AMR25 Exact Match nail gel.

They announced this product the week of the British GP, and only lucky fans were able to buy it until July 14 on their website.

This is part of what they call FanMade, which “is for the fans, by the fans - just amplified by us. We're bringing fan culture from the comments to the real world and leaning into TikTok trends that are taking off.” 

Specifically, #nailtok has more than 30 billion views on TikTok (another partner of Aston Martin).

As a result, Aston Martin decided to release an exact match of the colour of our AMR25 F1 car - known as Aston Martin Racing Green.

They teamed up with a London-based nail brand, Glaize, best known for its sustainable gel nail technology - matching Formula 1’s desire to be net zero by 2030.

Aside from the nail gel kits, Aston Martin Aramco-inspired stickers are also included, which allow you to personalise your nails to support this team. 

Gina Farran, Founder and CEO of Glaize, worked hard to create the exact shade of green through several experiments to allow the glitter, for example, to mimic Aston Martin’s light-reactive depth in its livery.

Furthermore, they promoted their nail gel through their Creator Collective, making use of talented TikTok creators to sell the stunning product.

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ELEMIS announced as a sponsor

Skincare company ELEMIS became the official skincare sponsor of Aston Martin this year, showing their dedication to promoting more female brands that their fans could use.

Aston Martin driver ambassador Jessica Hawkins also became an ELEMIS Brand Ambassador, conveying their desire to promote diversity and inclusivity, both on and off the track. 

ELEMIS bring together the best of science, nature and skin wisdom with 30+ years of formulation expertise across the world - with their products available in 110 countries.

In particular, they have also collaborated with Aston Martin to curate four different skincare collections - each comes with an exclusive ELEMIS x Aston Martin travel bag.

They also have a B Corp certification, meaning they are committed to using their business as a force for good, which meets a high standard of social and environmental performance, transparency, and accountability. 

The fact that they will be supporting Hawkins in her racing career (GT World Championship racing) shows their commitment to the British team and all that it involves.

Additionally, the partnership hopes “to inspire and empower the next generation of women into motorsport, to make it an inclusive place for all.”

Sean Harrington, CEO and Co-Founder of ELEMIS, said to Aston Martin: 

"We are honoured to welcome Jessica Hawkins to the ELEMIS family as a brand ambassador. Jessica's fearless pursuit of progress in motorsport mirrors our own commitment to challenging the status quo and driving positive change. 

“Her passion, resilience, and advocacy for greater inclusivity make her a natural partner for ELEMIS. Together, we aim to inspire, empower, and elevate the voices of females in sport and beyond."

Aston matcha stall in Covent Garden 

To once again combine their signature colour with a product, they had a kiosk in Covent Garden that served iced matcha lattes, matcha tonic and matcha cookies the week of the British GP. 

Aston Martin teamed up with London's MATCHADO - founded by matcha maestro Hiromi Matsunobu, who sources only the finest Japanese matcha directly from trusted farms across Japan - for this unique fan experience.

This allowed fans to enjoy something chilled in the hot weather as well as flick through their freshly printed zine - a small magazine created for fans.

Everything was free for I / AM members - Aston Martin’s online fans who get exclusive benefits - making it an affordable way to enjoy F1 if you couldn’t get tickets to Silverstone.

Fans could also get a complimentary tote bag whilst admiring the Aston Martin F1 Team showcar up close, and snap a picture of this amazing car.

The Japanese drink matcha has gotten billions of TikTok views under #matchatok, in particular as Gen Z's drink of choice, making it another trend the team is aware of.

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Aston Martin’s all-female creator collective on TikTok

Creator Collective is a platform that Aston Martin launched with TikTok to discover, nurture and showcase content creators.

The five female TikTok creators a part of this group are Rheanna as @rhetms44, Ella as @ellasimpsforbooks, Chelsea as @mathschelsea, Alicia as @alicespaddock and Catherine as @cathbruce.

All of these content creators assisted all of the aforementioned events by posting about them on their TikTok pages, as well as their experience at Silverstone itself.

They also have unprecedented access to F1. They have collaborated with the team to tell the story of Aston Martin's journey throughout the 2025 season. 

Each creator specialises in diverse areas on TikTok, ranging from cooking to books to maths, to share their love for F1 in their own unique ways.

For example, Rheanna released videos about F1-inspired nail art before the AMR25 Exact Match nail gel was released.

She told Aston Martin:

"With my nail tech, we tried to replicate the colour of the car, but it was really hard because the car has a metallic glint and it's something you just can't get in a nail polish you buy. 

“We found something similar and added an iridescent glitter to it - but it didn't have the same effect as when you see it on the cars - so getting my hands on this [the AMR25 Exact Match nail gel] is really exciting." 

Furthermore, she explained how nail art is a big part of her presentation: 

"It's a way to express yourself and your personality, much like how you choose to dress. Over the last 10 years, it's become more socially acceptable, much like tattoos. 

“I know my generation, when we were at school, acrylic nails were starting to become a thing. It was very basic back then, perhaps 10 or 15 generic styles to be airbrushed or just drawn on - but nail art has evolved.

“I still want my personality to be in the video - so the nails are important to me, because everyone sees my hands when I'm cooking, and it's something on which people will comment."

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