'Airbrush Flawless' Cosmetic Spray to Fund Karting for Girls as Young as 8 via a Motorsport UK Academy
Questions have been raised regarding the connection between the sales of the 'Airbrush Effects' spray and its role in funding the initiative.
Luxury makeup brand Charlotte Tilbury has announced an initiative with Motorsport UK and TeamSport Karting, introducing what it calls a “groundbreaking initiative to empower the next generation of young female motorsport competitors.”
The program, aimed at girls as young as eight, seeks to provide young female racers with greater access to karting opportunities. The initiative “will provide free funded karting sessions at TeamSport Karting venues and launch the Charlotte Tilbury Scholarship.”
To support the initiative, Charlotte Tilbury’s Airbrush Flawless Setting Spray 100ml is at the center of the campaign, with 100% of sales going towards funding it. The brand describes the product as one that “instantly locks in your look for makeup magic that looks ‘just applied.’” and “the ultimate AIRBRUSH MAKEUP FIX!”
In a statement, Motorsport UK CEO Hugh Chambers said:
“Our initiative with Charlotte Tilbury is groundbreaking and opens the pathway for more young girls to enjoy the sport at TeamSport Karting venues around the UK. The Motorsport UK Girls Karting Academy aligns with Charlotte’s mission to unlock confidence in everyone, and the program will enable young girls to discover their potential and enjoyment of the sport.
“Our thanks to the team at F1 ACADEMY for supporting this initiative and to Charlotte Tilbury and her team for sharing our vision in inspiring the next generation to compete and explore opportunities in motorsport, leading them to F1 ACADEMY and beyond.”
Charlotte Tilbury MBE shared her enthusiasm for the project:
“Darlings, I know how important karting can be as a first step in inspiring young, fearless girls who want to get into racing! I wanted to expand upon our purpose to empower the next generation of pioneering female drivers with the confidence to race towards their dreams and makeup their destiny by supporting the karting community.”
While the initiative is a notable step toward increasing female participation in motorsport, questions have been raised about the involvement of a luxury beauty brand in a programme targeting young girls. The decision to fund the scheme through sales of a beauty product that boasts of “AIRBRUSH EFFECTS” may prompt concerns about associating these types of cosmetics with young children, an issue that has been carefully navigated by other major brands.
For example, L’Oréal explicitly states in its Kids Should Be Kids commitment that:
“We do not intentionally promote or target any of our advertising to children under 16 years of age in any of our advertising channels, including TV, digital and social media, gaming, and events. We have a ‘Responsible Advertising & Marketing Communications Policy’ at a Group level that reinforces this position, which has been shared with all our brands and agency partners.”
Motorsport UK has been contacted for further comment, and we await their response.
I can see the element of concern , the subtle product placement that could be of tempting appeal to younger children .
It's a noble cause to want to encourage the female generation into motorsports, had been a different sponsor ( e.g. Mary Berry) might be more socially acceptable? .