Women’s premier league: A match made in marketing heaven for beauty brands

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The Women’s Premier League (WPL) has not just captured the imagination of cricket fans in India, but it has also become a game-changer for the beauty industry. Big names in cosmetics are leveraging the high-octane league to connect with a wider audience and elevate their brands. From exciting social media posts to strategic partnerships with teams, the WPL is proving to be a marketing goldmine for beauty brands.

Cricket fever meets beauty buzz

The WPL’s opening matches saw a perfect blend of cricket fever and beauty buzz. Social media was abuzz with pictures and videos of celebrities like Katrina Kaif, co-founder of Kay Beauty, cheering for her team, the UP Warriorz, while sporting their jerseys. This wasn’t just a display of fandom; it was a strategic marketing move that effectively placed Kay Beauty in the limelight.

Similarly, a viral LinkedIn post by Vineeta Singh, co-founder of Sugar Cosmetics, featuring her alongside actor Kareena Kapoor Khan and designer Masaba Gupta, all watching a WPL match, further amplified the association between beauty and the league. These moments not only grabbed eyeballs but also sent a powerful message – that the WPL is a space where women can excel, both on and off the field.

Cricket fever meets beauty buzz
Image source: RFI

Why the WPL is a perfect pitch for beauty brands

The WPL offers a unique confluence of factors that make it an ideal platform for beauty brands. Here’s a closer look at why:

  • A growing audience: The WPL has tapped into a massive and growing audience of cricket enthusiasts in India. This includes a significant demographic of women who are interested in beauty products and trends. By associating with the league, brands can gain access to this valuable consumer base.
  • The power of celebrity endorsements: As seen with Katrina Kaif’s support for the UP Warriorz, celebrity endorsements play a crucial role in influencing consumer choices. The WPL features a strong presence of women cricketers who are not just sporting icons but also style icons. Partnering with these athletes allows beauty brands to leverage their popularity and reach a wider audience.
  • Aligning with women empowerment: The WPL is a significant step towards empowering women in sports. Beauty brands can leverage this association to showcase their commitment to women’s empowerment, a cause that resonates strongly with today’s consumers.
  • Creating engaging content: The fast-paced and dynamic nature of cricket matches provides ample opportunities for beauty brands to create engaging content. From behind-the-scenes glimpses to player interviews and product placements, the WPL offers a platform for brands to tell their stories in a creative and captivating way.
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WPL beauty brands

Winning strategies for beauty brands in the WPL arena

So, how can beauty brands capitalize on the immense potential of the WPL? Here are some winning strategies that go beyond the basics:

  • Strategic partnerships: Form strategic partnerships with WPL teams or individual players. This not only provides brand visibility but also allows for co-branded products, special promotions, and other marketing initiatives. Think beyond just logo placements on jerseys. Explore co-creating limited edition makeup collections inspired by team colors or player personalities. Develop targeted social media campaigns featuring players using the brand’s products.
  • Social media blitz: Leverage the power of social media to create engaging content around the WPL. Run contests, giveaways, and polls related to the matches and players. Encourage user-generated content by using relevant hashtags and engaging with fans. But don’t just focus on traditional platforms like Instagram and Twitter. Look to make inroads into platforms popular with younger demographics, such as TikTok and Snapchat. Partner with social media influencers who resonate with your target audience to create challenges and tutorials inspired by the WPL.
  • Influencer marketing: Partner with beauty influencers who are passionate about cricket. This allows brands to reach a targeted audience and leverage the influencer’s credibility to promote their products. But go beyond the mega-influencers. Partner with micro-influencers who have a loyal following among cricket fans. These influencers can provide more authentic and relatable content that resonates with their audience.
  • Content marketing: Create informative and engaging content related to beauty and cricket. This could include tutorials on match-day makeup looks that are sweatproof and long-lasting, interviews with players about their beauty routines and how they manage their skincare while traveling for matches, or blog posts on the importance of self-care for athletes, including tips on maintaining healthy hair and skin while on a demanding sporting schedule.
  • Experiential marketing: Host interactive events or pop-up shops at WPL matches. This allows brands to connect with fans directly and provide them with a unique brand experience. Offer express makeup touch-up stations or create interactive booths where fans can try on products and participate in fun activities.
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Building brand loyalty through the WPL

While the strategies mentioned above provide a solid foundation, beauty brands can truly excel in the WPL arena by focusing on building long-term brand loyalty. Here’s how:

  • Focus on brand storytelling: Don’t just bombard audiences with ads. Craft a compelling brand story that resonates with the values of the WPL and your target audience. Highlight your brand’s commitment to women’s empowerment, inclusivity, and celebrating individuality. Showcase the stories of the women behind your brand, from product developers to marketing executives. This humanizes your brand and creates a deeper connection with consumers.
  • Community building: Use the WPL as a platform to build a strong community around your brand. Organize online and offline fan engagement activities that go beyond promotions. Host live chats with players, conduct Q&A sessions with beauty experts, or offer exclusive discounts and rewards to loyal fans. Foster a sense of belonging by encouraging user-generated content and celebrating fan creations.
  • Data-driven marketing: Track the performance of your WPL marketing campaigns and use the insights to refine your strategy. Analyze social media engagement, website traffic, and sales data to understand what resonates with your audience. Use this data to tailor your content, messaging, and promotions for maximum impact.
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The future of beauty and cricket: A winning partnership

  • The Women’s Premier League has undoubtedly ushered in a new era for women’s cricket and presents a golden opportunity for beauty brands. By adopting innovative marketing strategies and fostering genuine connections with audiences, beauty brands can not only achieve significant commercial success but also contribute to the overall growth and empowerment of women in sports.
  • This unique partnership between beauty and cricket can inspire young girls to pursue their dreams on the field and off it, while simultaneously reminding women everywhere that beauty is about confidence, strength, and celebrating your individuality, values that resonate deeply with the spirit of the WPL.

winning partnership


The WPL is still in its nascent stages, but the initial response from beauty brands and audiences alike has been overwhelmingly positive. As the league continues to grow, we can expect to see even more innovative and impactful marketing campaigns emerge. The future of beauty and cricket looks bright, and this winning partnership is poised to redefine the sports marketing landscape for years to come.

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