Estée Lauder becomes first Dancing On Ice beauty partner

ITV has announced Estée Lauder as Dancing On Ice's first ever beauty partner for the 2022 series.

The beauty brand's partnership with ITV will feature a range of content across TV and social media.

Estée Lauder skincare and beauty products will be included in the background of the master interviews, along with its logo featured around the training ice rink in Bovingdon.

Six versions of a co-branded advert will see the different creatives rotate the products and include a call to action for viewers to "Lift their beauty routine to new heights with Dancing on Ice and Estée Lauder".

Based on the commercial, the partnership has also created a co-branded template for social posts that will be pushed out across Dancing On Ice's Instagram throughout the series.

Live on Sunday evenings, Dancing On Ice features twelve celebrities skate each week with their professional partners as they try to impress both the panel and viewers who ultimately decide who wins the show.

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. We’re so excited to be the first beauty partner ever to collaborate with ITV via this 360 partnership.”

Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said: "This fantastic new deal brings together one of our best-loved entertainment brands in Dancing On Ice with an established household name in the world of beauty, allowing us to collaborate with them on this campaign which speaks to a new audience and showcases their offer to customers."