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Bianchi Dama lands Harley Street support

Following-on from a very successful 2017, one of the UK’s leading women’s cycling teams announces an expansion to its sponsor portfolio exclusively to Cycling Legends

The Bianchi Dama team has secured a three-year sponsorship agreement with skincare company Charles James Harley Street. As part of an innovative sponsorship agreement, members of the Bianchi Dama team will be directly involved in the development of the Charles James products, initially ‘Active Cleanse’ and ‘Active Protect’ skincare.

Image of Bianchi Dama team car

James Thornhill, a Director of Charles James explained why his company is using cycling, and Bianchi Dama in particular, as a key part of its marketing strategy; “We all appreciate that the rigours of exercise and racing can be tough on our skin, particularly on those areas that are constantly exposed to rain, wind and sun, plus other factors such as grime, dust and dirt.

“We are excited to be working with the Bianchi Dama riders directly to develop skin care products that perform to the highest of standards.

“Active Cleanse is being developed to clean the skin deep into the pores and lift away ingrained impurities surplus oils and dead skin cells. While Active Protect is being developed to protect and enhance skin for optimal condition.

“It is a privilege to be collaborating with the Bianchi Dama team, such a welcoming group of highly respected active women.”

On behalf of the team, its manager, David Walters says; “This is such an innovative and pro-active sponsorship. To be a part of the development of a product range that’s relevant to the riders and to the active lifestyles market as a whole, offers an opportunity to broaden the reach of both parties.

“Furthermore, input and feedback from the riders to Charles James will assist them to develop the best possible products. We’ll certainly do our bit to get the message out and be part of Charles James’s success.”

The Charles James Harley Street Active product line will be available in July with packaging directly influenced by the relationship with Bianchi Dama, plus certain events during the 2018 season will see opportunities to sample the product. More more information can be found at www.cjharleyst.co.uk, and to follow the team on Twitter check @BianchiDama.

The day after the Tour of Britain announced prize money parity between the men’s and women’s races, the Charles James involvement is more good news for women’s cycling.


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