THE WHAT? Estée Lauder has become the first beauty partner for the UK’s Dancing on Ice 2022 series. 

THE DETAILS The partnership with broadcaster ITV Entertainment format was planned and brokered by Estée Lauder’s media agency, MG OMD, and will feature a number of touchpoints including product placement, co-branded VOD-only adverts, and social media posts. 

THE WHY? Speaking about the collaboration, Nicola Casey, Marketing Director at Estée Lauder, said: “2022 is set to be another stand-out year for Dancing On Ice, with hugely popular, relatable talent from all age-groups taking to the ice. This partnership allows Estée Lauder to reach new audiences in an authentic and relatable way. The show brings sparkle, excitement and entertainment in the New Year, and we’re so excited to be the first beauty partner ever to collaborate with ITV via this 360 partnership.”