Beauty & SkincareAYU Cosmetics × Nina Carberry — Brand Face
A beauty brand looking for a new face for their popular cosmetics to exemplify the brand's ethos of empowering women with the tools and knowledge to be their best selves.
Overview
The campaign
Ayu partnered with Sport Endorse to identify an ambassador who authentically reflected the brand's values of confidence, determination and empowerment. Former champion jockey Nina Carberry was selected to support the launch of AYUGlo and strengthen AYU's position as one of Ireland's leading beauty brands through a values-led ambassador partnership.
The challenge
As AYU prepared to expand its product portfolio with the launch of AYUGlo, the brand wanted more than a traditional celebrity endorsement.
Its objective was to identify a respected public figure who genuinely represented the values that underpin the AYU brand: hard work, honesty, resilience, family and female empowerment.
Rather than relying on a beauty influencer with a highly commercial audience, AYU wanted an ambassador whose credibility had been earned through achievement, authenticity and public trust.
Finding the right ambassador can often involve lengthy negotiations, fragmented outreach and uncertainty around brand fit. AYU partnered with Sport Endorse to simplify this process while ensuring the selected ambassador aligned naturally with its long-term brand strategy.
The Sport Endorse solution
Using the Sport Endorse platform, AYU reviewed a shortlist of accomplished Irish athletes and public personalities whose values closely aligned with the company's positioning.
Following the evaluation process, former champion jockey Nina Carberry was selected as the brand ambassador.
Sport Endorse facilitated the ambassador sourcing process, enabling AYU to efficiently review suitable candidates before securing a partnership that would support both existing product lines and the launch of AYUGlo.
The campaign focused on building long-term brand equity rather than delivering a short-term promotional activation.
Athlete fit
Nina Carberry represented an exceptional strategic fit for AYU.
One of Ireland's most recognised sporting personalities, Nina had built her reputation through decades of success in elite horse racing before successfully transitioning into television and mainstream media.
Her public image reflected many of the same characteristics that define the AYU brand:
Hard work
Determination
Authenticity
Family values
Confidence
Professionalism
Female empowerment
Unlike many beauty endorsements, the partnership felt authentic because Nina was already familiar with the AYU brand and publicly expressed enthusiasm for the launch of AYUGlo before becoming its ambassador.
Her credibility extended beyond sport, allowing AYU to connect with women across Ireland through a trusted and relatable figure rather than a traditional beauty influencer.
Deliverables
- Ambassador identification and athlete selection through Sport Endorse
- Brand ambassador agreement with Nina Carberry
- Product launch support for AYUGlo tanning range
- Professional campaign photography
- Brand imagery for digital and retail channels
- Social media ambassador content
- Product testimonial and promotional messaging
- Public ambassador announcement
- Ongoing use of ambassador imagery across marketing campaigns
- Brand storytelling centred on empowerment, confidence and authenticity
Results
“I follow Ayu and Suzie O'Neill on social media so when I saw they were releasing tanning products I was genuinely excited, I just knew AyuGlo would be in a different class! I can already see and feel the benefits to my skin having used this tan over the last few weeks, the difference is remarkable.”— Nina Carberry | Former Professional Jockey "Nina has officially joined the Ayu family and furthermore, she just fit right in from day one! It makes sense, I guess as Nina personifies what the Ayu brand is all about, that dreams can come true if we have the courage to pursue them. Look at what she achieved in the saddle and since she hung up her boots and put on her strictly stilettoes, like oh my god what an inspiration she is for women everywhere." Suzie O'Neill | Ayu Owner
Run a campaign like this
Tell us your goal — we'll show you the athletes, the process and the reporting on a short demo.
Book a Demo