IPSY Is Bringing Interactive Beauty to The WNBA All Season Long
"Our goal is to make beauty part of the excitement of game day and create memorable moments that fans can participate in together. "
IPSY brought their brand court-side to the WNBA’s Las Vegas Aces game a few weeks ago, bringing together beauty and play. The Aces’ mascot, Bucket$, joined fans and wore robes and eye patches to represent the culture of always being on the go but always taking time for a little self-care.
The self-care night featured a glam cam, which captured audience members throughout the game as well as in-arena prizes, including IPSY-branded robes and a one-year IPSY Original subscription. And just like Unrivaled did with Sephora, IPSY had parachutes holding branded bags falling from the ceiling for fans to catch.
I’m always interested in learning about the process behind a fun collaboration, so I talked to Stacey Politi, Chief Marketing Officer at IPSY, about why the brand wanted to work with the Aces this season.
Why did IPSY want to partner with the Aces specifically to help express the importance of self-care while highlighting the intersection of sports and beauty?
When we kicked off our partnership with the Aces back in April, we were looking for ways to show up in the culture that felt authentic to our community. One of the things that drew us to the Aces was that many of the players are beauty enthusiasts and hobbyists themselves, and we always want to continue to bring that spirit courtside. Presenting Night was an opportunity to spotlight how self-care doesn’t have to live in a separate lane from the rest of your life, and how experimentation and discovery belong at the forefront.
Have you found that fans are resonating with the “maintenance multitasking” way of living?
Absolutely. This trend was pulled directly from our beauty community, who are busy, social, and always on the move, looking for ways to fit beauty and self-care into their routine. In a recent poll of IPSY’s social community, 63% of respondents said that they engage in “maintenance multitasking,” whether that looks like wearing pimple patches, eye masks, or another treatment on the go. We think our community and Aces fans connect with the trend because it feels relatable and very current. It captures this idea that self-care has become something people incorporate into everyday life rather than saving for private moments.
Are there any other exciting activations fans have to look forward to this season?
Throughout the season, IPSY will continue bringing interactive beauty experiences to Michelob ULTRA Arena, including Glambot moments and product giveaways. Our goal is to make beauty part of the excitement of game day and create memorable moments that fans can participate in together.
What do you hope the Aces, their fans, and also IPSY fans get from this partnership?
We hope this partnership creates a sense of play and discovery for everyone involved. For the Aces and their fans, we want IPSY to bring an unexpected but very natural new dimension to the game-day experience that feels playful and rooted in self-expression. For our members, we hope this reinforces the idea that beauty can meet you wherever you are. It can be a part of your lifestyle and your day-to-day routine. More broadly, we’re excited for this partnership to spotlight the growing connection between beauty, culture, and women’s sports. There’s so much momentum in this space, and we’re thrilled to be a part of it in a way that feels true to our brand.