Puig Women’s America’s Cup: A New Tool for Soft Power

From the moment the twelve representatives of competing teams took the stage at the press conference launching the Puig Women’s America’s Cup on October 7, it was clear they were there to compete, not just to participate. The 70 sailors, some of the most decorated in the history of sailing, boasted a collective tally of seven gold, ten silver, and four bronze medals. For sailors like Hannah Mills (UK team Athena Pathway) and Giulia Conti (Italy’s Luna Rossa Prada Pirelli), the competition was even more intense as they prepared to contend alongside the men’s teams racing on the same waters. Meanwhile, for others like Nathalie Brugger of Alinghi Red Bull Racing, it was an opportunity for redemption after the men's and youth teams from her club had been eliminated.

Beyond comparisons—rendered moot by differences in boats—it was a historic moment. For the first time in the 173-year history of the America’s Cup, women had the opportunity to compete for this prestigious trophy, the ultimate prize for any sailor who loves match racing. British sailor Hannah Mills, one of the most decorated in Olympic sailing and an experienced competitor in the F50 class (with the Great Britain SailGP Team led by Sir Ben Ainslie), explained: "The Women’s America’s Cup is a huge step forward for women's sailing. The previous generation fought hard for this. They paved the way, and now we are consolidating these gains. I’m confident that the next generation will have a much clearer path to progress."

The ten days of competition featured challenging conditions familiar from the qualifying series of the 37^th America’s Cup in August: unstable weather, low winds, sudden gusts, and calm spells, which tested the 70 sailors’ endurance. While six men's teams, including the defending champions Emirates Team New Zealand, were vying for the America’s Cup, twelve women’s teams (six official and six invited) competed for the Puig Women’s America’s Cup. A smaller number of athletes were on board (four sailors on the AC40s instead of eight on the AC75s), and the boats had pre-charged batteries (whereas the men had to generate their own power by pedaling). The women raced on identical monohulls and competed in four legs instead of eight. However, these differences did not diminish the complexity of navigating these high-performance boats. Was the intensity comparable to what an athlete experiences at the Olympics? Hannah Mills, a double Olympic gold medalist (Tokyo 2020 and Rio 2016) and silver medalist in London 2012, responded: “Yes, it’s quite similar. Everything is very intense, and the adrenaline is at its peak while sailing. You have to bring out the best in everything. The only difference is that on the AC40, everything happens much faster!”

When asked whether they would consider joining a mixed crew on an AC75, all the women expressed enthusiasm, even though none had yet sailed on one. Manon Audinet, skipper of France’s Orient Express Racing Team and a SailGP competitor, shared: "I’m thrilled to be part of the Puig Women’s America’s Cup. Racing in Barcelona as a woman is extraordinary. We are gaining valuable experience. Of course, joining an AC75 is something we all aspire to, and soon, we will be capable of sailing alongside the men." Onshore, female crews were fully integrated with the broader teams, sharing data analysis and training routines. Giulia Conti, helmswoman for Luna Rossa Prada Pirelli, who won the Puig Women’s America’s Cup on October 12, commented, "We received tremendous support from the entire team. Seeing the Youth America’s Cup won by Italy gave us confidence. We are one big team, working together. Sailing these boats has been the best experience of my life."

The competition was not about physical strength alone but also required "quick decision-making, the right reflexes at the right moment, and precise communication," said Nathalie Brugger of Alinghi Red Bull Racing. "Women’s sailing is experiencing a moment of momentum. We need to keep believing in it, sail with passion, and that will be the best way to reach our goals."

Communication was also key for Puig (pronounced "pooch"), which, for the first time in its history, decided to position itself prominently on the international stage. Founded in 1914 by Antonio Puig, the Catalan company is a family-owned business that has grown into a global player in fashion, cosmetics, and luxury fragrances. Its successful initial public offering in May propelled Puig from a significant industry player to a powerful company closely watched by investors. Few are aware that Puig owns fashion brands such as Carolina Herrera, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, and Nina Ricci, as well as fragrance and cosmetics brands like Byredo, Penhaligon’s, L’Artisan Parfumeur, Charlotte Tilbury, Uriage, and Apivita.

Puig’s appetite for growth remains undiminished. Following its major IPO on May 3, when Puig Brands, S.A.’s category B shares were listed on Spain’s four stock exchanges, the company entered several STOXX indices on September 23, including the STOXX Europe 600 and the EURO STOXX. In 2023, Puig’s revenue reached €4.3 billion (up from €3.62 billion in 2022), and in the first half of 2024, it reported €2.17 billion in revenue. The stock market listing is expected to open new avenues for strategic positioning. While Puig’s journey began with perfumes (Agua Lavanda, 1939), and later expanded to lipsticks (Milady, 1922) under its founder, the second generation quickly took the business international. Over the last fifteen years, the third generation, led by CEO Marc Puig, has significantly expanded the brand portfolio.

For the first time in 110 years, the company has begun to communicate as a corporate entity. Until now, the family empire wanted to focus exclusively on the brands and their results. The IPO shifted priorities, making it necessary to reassure shareholders and demonstrate legitimacy in a highly competitive global fashion and cosmetics market. The inaugural Women’s America’s Cup was undoubtedly the perfect vehicle to promote Puig's newly refined image.

Despite this, Puig still tends to avoid the spotlight, a trait rooted in the company’s history. Since the second generation, the family has maintained a clear separation between the business and the family itself. The critical point was to impose a limitation on family power. It was established that the boards of the operating companies should always have a majority of non-family members.

Currently, only two family members hold active roles, including CEO Marc Puig. He spoke during the announcement of the company’s global partnership with the America’s Cup and the Women’s America’s Cup: "Puig’s support will help inspire future generations of women to actively participate in competitive sailing and break down barriers in this sport."

While sailing had long been a family passion for Puig, confined to Spanish events like the Copa del Rey (1984-2006) and Vela Clàssica, this first foray into the major leagues was a strategic move to wield soft power aimed at key industry stakeholders and female consumers worldwide. The Women’s America’s Cup will now serve as a new platform to position brand images at the forefront of women’s empowerment. This summer, the French luxury conglomerate LVMH clearly understood the importance of promoting its image through sports by prominently displaying its logo during the Olympic Games.using its four letters on all the visuals for the Olympic Games