Estée Lauder is Dancing On Ice's first beauty partner

By

Nigel TAYLOR

Published
Jan 31, 2022

Estée Lauder has signed an exclusive deal with ITV to become the first beauty partner for the prime-time television show Dancing on Ice.

The agreement showcases the beauty brand across three key areas. The first is via product placement, with the brand’s products featured in the background of interviews, while the Estée Lauder logo appears around the training rink in Bovingdon.

Meanwhile, video-on-demand ads also showcase the products with different creatives rotating products and encourage viewers to “lift their beauty routine to new heights with Dancing on Ice and Estée Lauder”.

And through Dancing on Ice’s Instagram account, followers will also see six branded social posts throughout the series.

The programme, which first launched in 2014 and achieved overnight ratings of just 6.8 million, now has an average of 6.4 million viewers, with a peak of 7.6 million.

The show features 12 celebrities who skate with their professional partners to impress a panel of judges and the viewers.

Nicola Casey, marketing director at Estée Lauder, said: “This partnership allows Estée Lauder to reach new audiences in an authentic and relatable way.”