GameFace

ESTEÉ LAUDER COMPANIES

Evolving a unique legacy

The British & Irish Lions is one of the most iconic teams in sport. Every four years an elite group of players is brought together, consisting of players from England, Ireland, Scotland and Wales. Habitual rivals forging a new team to take on the southern hemisphere’s greatest. It represents one of sport’s greatest honours, and fires deep passions amongst rugby’s ardent fanbase.

MATTA was asked to create the positioning and creative platform to capture what makes this extraordinary brand truly unique.

It had to reflect how the British & Irish Lions transcend national rivalries and boundaries – united by heritage, pride and purpose. Honouring the team’s legacy, while looking ahead to a new more inclusive future with a women’s team being assembled for the very first time in 2025 to tour New Zealand.

CONFIDENCE ON AND OFF THE PITCH

61% of girls don’t take part in sports because they lack confidence, and as women go through life they are less likely to benefit from the confidence-boosting effects of sport. GameFace was our groundbreaking project for Clinqiue, that brought together the worlds of rugby and skincare, in their common role of promoting confidence in young women and girls.

Building Natural COnfidence

“Confidence” became the key value that aligned both with Clinique’s mission & women’s sport. The #GameFace campaign built natural confidence in young women to feel comfortable in their own skin through lead ambassador & England Red Rose, Holly Aitchison, & a sponsorship programme supporting 4 grassroots clubs across the UK.

Widespread Awareness

Social content using Holly provided widespread awareness with an authentic narrative whilst the community sponsorship programme made a genuine impact at a local level for over 150 female rugby players & surrounding audiences.

0 % of consumers

who signed up to the GameFace programme went onto purchase from Clinique in the first 6 months

0 %

brand affinity

(vs. 58% norm)

Source: Womens Sport Trust Report – 25

0 %

Considersation

(vs. 30% norm)

Source: Womens Sport Trust Report – 25

I never used Clinique before but now I use it all the time because they support women in sport.

GRACE, 19

World Leading Partnership

The #GameFace campaign has been recognised as a world leading partnership by The Telegraph, BBC sport, Hello! Magazine, Women’s Sports Trust and is continuously referenced as a groundbreaking example of authentic partnerships in sport. Beauty brands are on the precipice of huge breakthroughs in the world of sport & we are very proud to have been part of building the foundations for this movement beginning in 2022.

EVERYBODY HAS A GAMEFACE

The second year of the campaign was fronted by four elite women’s rugby players: Sadia Kabeya (Red Roses & Loughborough Lightning), Abi Burton (Double GB Olympian & Ealing Trailfinders), Akina Gondwe (Saracens) and England star Claudia MacDonald (Red Roses & Exeter Chiefs). Each ambassador had their own skincare story to tell, and had experienced first-hand the inner strength, bravery and character that rugby can build in young women through teamwork, camaraderie and empowerment.

We created social media assets and a PR image bank through a photoshoot onlocation at a grassroots club. We also managed the partnership between Clinique and PWR, organised the talent, ideated against the confidence-focused strategy and helped bring to life the final social content.

We also organised a competition in which grassroots clubs around the country were invited to apply for a support package to improve their equipment and facilities, as well as receiving expert skincare advice and products.