Red Roses find their ‘GameFace’ with Clinique deal
Beauty brand Clinque has announced a new agreement with the Red Roses, marking the first beauty partnership for the England Women’s national rugby union team.
The new partnership builds on the impact of ‘GameFace’, Clinique’s grassroots movement which it launched in 2022 with the creative agency MATTA, and is an extension of Clinique’s existing presence in women’s sport.
Through the new agreement with the Red Roses, Clinique aims to scale its mission of supporting elite athletes on and off the pitch, positioning skincare as a key part of player preparation alongside physiotherapy and nutrition.
The ‘GameFace’ initiative was designed to address confidence issues amongst teenage girls and encourage them to participate in rugby by providing clubs with funding, equipment, and education.
Karen Ehrlich, VP/GM of Skincare, Estée Lauder Companies UK & Ireland, said, “At Clinique, confidence has always been at our core. For over 50 years, we’ve been helping young women feel good in their skin. With GameFace, we saw a clear gap: girls were dropping out of sport in huge numbers, often because of confidence, body image or not feeling like they belonged. So we asked: what if a beauty brand like Clinique, with our legacy of trust and dermatologist-developed care, could help close that gap? What if we could show up not to push perfection, but to champion participation? That’s how GameFace was born, not as another campaign, but as a movement.
We started with the grassroots, because that’s where confidence is first built – on muddy pitches, not big stages.”
“Partnering with the Red Roses allows us to scale our mission with purpose, supporting elite athletes in the same way we support grassroots players. This partnership is about more than skincare – it’s about giving athletes the confidence they need, and helping them to inspire other women.”
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