Day 10 of our 12-day festive countdown feature takes us to the harbour of Monte Carlo as the Aston Martin Aramco F1 Team and ELEMIS celebrated their new, ground-breaking partnership in style at the TAG Heuer Monaco Grand Prix.
Monaco has long been the most premium stop on the Formula 1 calendar, but Aston Martin and ELEMIS brought a different expression of luxury to the principality this year, turning the team’s hospitality yacht into a fully functioning spa experience across the grand prix weekend.
The activation formed part of the first year of the partnership between Aston Martin and ELEMIS, which saw the British skincare brand become the team’s first Official Skincare Partner and the first beauty brand to formally integrate with an F1 team.
Rather than simply brand placement, the Monaco execution positioned wellness as a tangible hospitality layer at one of the sport’s most commercially active events.
On board the Aston Martin yacht, ELEMIS installed a pop-up spa run by its professional practitioners, delivering tailored treatments for partners, guests and VIP attendees.
These included short-format “pit stop” facials designed around accelerated rejuvenation, alongside hand and arm massage treatments, all framed around providing calm and reset within one of the busiest weeks in the motorsport calendar.
The yacht activation sat alongside wider integration across the team’s premium hospitality footprint, including wellbeing touchpoints in Aston Martin’s Paddock Club spaces, helping create a consistent narrative around performance, presentation and guest experience.
“Through this partnership, we’re showing that skincare and wellness have a place in even the most high-performance environments,” ELEMIS’ Global Chief Partnerships Officer Amy Mansell told Sector.
no beauty brand had ever entered this space before. Our pioneering partnership with Aston Martin marked the first collaboration of its kind between a beauty brand and an F1 team.
Amy Mansell
“We’re bringing skincare into a new space, one that’s exciting, modern, and more diverse than ever. It’s about redefining what performance looks like and demonstrating that looking and feeling your best is integral to performing at your best, both on and off the track.
“Crucially, no beauty brand had ever entered this space before. Our pioneering partnership with Aston Martin marked the first collaboration of its kind between a beauty brand and an F1 team, redefining beauty’s role within sport and culture.”
Commercially, Monaco was a logical environment to showcase that positioning. The harbour is already one of F1’s most valuable hospitality platforms, where brands compete for visibility, relevance and quality of experience.
By turning its yacht into a functioning spa, Aston Martin and ELEMIS introduced a new layer of experiential value that spoke directly to premium guests, sponsors and lifestyle audiences.
It also aligned closely with F1’s shifting audience dynamics. As the sport continues to broaden its demographic reach, lifestyle, wellness and culture-led partnerships are playing a greater role in shaping the perception of race weekend beyond the on-track product.
The result in Monaco was a hospitality experience that sat comfortably within the luxury narrative of the event, while offering something structurally different to typical partner showcases.
It demonstrated how wellness can operate as part of the performance conversation, and how brands can use F1’s highest-profile environments not only for visibility, but for meaningful, experience-led engagement.
