When L’Oréal Paris unveiled its partnership with UK football team Arsenal FC last month, the move was more than a campaign about hair care – it was a signal.
Beauty brands are no longer standing on the sidelines of sport. They are charging onto the pitch.
From the Premier League to the Women’s Super League, cosmetics companies are teaming up with football clubs to reach a powerful global audience.
And the message is clear: sport, especially football, is no longer off-limits for beauty, nor is beauty just for one gender.
Now, the fusion of football and beauty is shifting from novelty to norm.
L’Oréal Paris’s partnership with Arsenal marks its first foray into football, positioning its Elvive Growth Booster range front-and-centre to the club’s male fanbase.
But it is hardly alone.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.