BeautyMarketing

Paula’s Choice Connects Sports Marketing With Hannah Waddingham Campaign

Paula’s Choice is extending its sports-focused marketing into entertainment with a Hannah Waddingham campaign built around a direct-to-camera skincare-coach character.

Published: Sep 16, 2026 1:46 PM

By Shipra Bohara

BeautyMarketing

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Paula’s Choice Connects Sports Marketing With Hannah Waddingham Campaign

Paula’s Choice is extending its sports-focused marketing into entertainment with a Hannah Waddingham campaign built around a direct-to-camera skincare-coach character.

The creative accompanies a moisturizer launch, but its broader marketing connection is to the brand’s existing work with Ilona Maher, Azzi Fudd and Seattle Reign, alongside its FIFA World Cup 2026 and Women’s World Cup 2027 sponsorships.

Faiz Ahmad, chief executive of Paula’s Choice, said: “The best partnerships don’t just put a familiar name next to a product.” Waddingham’s performance uses a humorous pep talk to connect the campaign with the confidence-and-performance themes already used in those sports partnerships.

The company also links the casting to her role as a football-club owner in Ted Lasso. The announcement sets out that creative direction without disclosing campaign spending, a paid-media schedule or performance targets. The supported shift is in storytelling and talent selection, rather than a demonstrated change in sales.

Hannah Waddingham in Paula’s Choice’s 2026 campaign. Image: Paula’s Choice.

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Paula’s Choice Connects Sports Marketing With Hannah Waddingham Campaign

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