THE WHAT? L’Oréal Groupe has established strategic partnerships with Paris Saint-Germain (PSG) and Plénitude Arena in Paris, expanding its presence across sport, music and live entertainment.
THE DETAILS Under its first partnership with a football club, L’Oréal’s Vichy Laboratoires has become the Official Skincare and Haircare Partner of PSG’s Men’s First Team, providing skincare, sun protection and haircare products at PSG Campus and Parc des Princes. The collaboration also includes observational studies examining skin health, scalp health, well-being and athletic performance, alongside joint marketing campaigns and fan activations. Separately, L’Oréal has become the official beauty partner of Plénitude Arena, formerly Paris La Défense Arena, introducing immersive beauty spaces and Beauty Bars at the 40,000-capacity venue to engage concert audiences.
THE WHY? The partnerships extend L’Oréal’s marketing strategy beyond traditional beauty channels into sport and live entertainment, creating opportunities for consumer engagement, experiential marketing and brand visibility while connecting its beauty portfolio with wider cultural audiences.
Source: L’Oréal Groupe
