07.21.23
Skincare brand Thayers Natural Remedies is the official beauty and skincare sponsor of X Games California. The competition kicks off on July 21 in Ventura, CA.
Thayers activations include a Thayers modular skatepark and the Thayers Xtreme Skincare Lounge. The brand will receive premium coverage on ABC and ESPN and across X Games social channels throughout the weekend.
"Our consumers are fierce and unapologetic. They live life to the extreme and so does their skin," said Derrick Booker, senior vice president and Head of Thayers Natural Remedies. "Our partnership with the X Games marks a new chapter for Thayers. Nothing is more exciting than connecting, engaging and educating fans, athletes and spectators on how to unleash our skin's full potential for better-looking bare skin—no matter who you are, or how extreme."
Changing the Tone of the Skincare Market
This partnership aligns with a new vision for the brand that seeks to change the tone of the skincare market through unexpected partnerships, activations and content plays, all while raising brand awareness to recruit new consumers. The X Games presents a new way to deepen consumer connections by educating on the importance of toner, witch hazel science and taking care of skin in general, especially for those with an action-focused, outdoor lifestyle.
When it comes to skincare, the efficacy of Thayers is also extreme. The brand is backed by science to level up results using plant actives, like uniquely extracted witch hazel, with potent derm actives like hyaluronic acid. Thayers alcohol-free toner formulas are clinically shown to boost hydration, unclog pores and improve skin quality.
During the X Games, Thayers will work with Dr. Dustin Portela, a board-certified dermatologist and well-known social media skincare expert, to educate consumers and athletes on so-called skin "tricks."
"In the world of action sports, where athletes are frequently exposed to harsh environmental conditions — from intense sun and wind to extreme cold and moisture — a robust skincare routine is not just about aesthetics, it's a vital aspect of overall health and performance," said Dr. Portela. "Our skin is the body's first line of defense against the elements and keeping it healthy with high-quality products like Thayers can help boost your skin's hydration. Thayers can take care of your skin so you can perform your best when it matters most."
In addition to the on-site consumer activations, Thayers will partner with the X Games throughout the weekend including athlete-centric social content, athlete lounge presence and gifting. A "Thayers Daily Refresh" highlight reel will help viewers at home stay up to speed with the biggest moments from the previous day. Alos, notable influencers will also be on-site as Thayers' guests.
Social Media Contest
The brand will also run a social media contest and retail activations. The #ThayersTonerTrick contest will ask consumers nationwide to post their best skincare trick on TikTok for a chance to win $10,000.
This 360-degree X Games California partnership is the first step in a new strategy led by Thayers and its integrated agency partners in PR, paid media, social and influencer to captivate the Gen Z audience.