4 days ago
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On the heels of its December 2024 partnership with Olympian rugby player Ilona Maher, Unilever-owned skin care brand Paula’s Choice has tapped a second athlete as a brand partner. Azzi Fudd, its latest partner, is the 22-year-old guard for the University of Connecticut Huskies — the team won this year’s college championships. Fudd is widely regarded as one of next year’s most anticipated WNBA drafts.
Maher, who was featured in a photoshoot promoting the January 2025 launch of Paula’s Choice Pro-Collagen Peptide Plumping Moisturizer, was the 30-year-old brand’s first-ever brand ambassador. For her part, Fudd will promote the brand’s latest launch, the pre-soaked pad version of its longtime hero product, the 2% BHA Liquid Exfoliant.
The brand deemed the Maher partnership a success. The Peptide Plumping Moisturizer has become one of the brand’s most successful SKUs, said Tina Pozzi, Paula’s Choice CMO, noting that it has exceeded its sales forecasting to date. Content featuring Ilona had 75% more engagement than Paula’s Choice’s other content, on average, and the brand’s total moisturizer sales are up 21% in North America compared to last year, she said.
Pozzi noted that the brand found a link between its science-backed products and female athletes in the fact that both are “high performance.” The partnerships, she said, “celebrate exceptionalism and positivity,” adding, “We see the community of female fans around [these athletes] and the power these athletes have, and we’re here to support both the athletes and the communities they’re involved in.”
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English (US) ·