L'Oréal has been named the Exclusive Beauty Partner of the Plenitude Arena, Europe’s largest indoor venue, which welcomes more than two million visitors every year.
The two-year renewable partnership will put the French giant, and its portfolio of 40 beauty brands, at the heart of upcoming cultural and sporting events in 2026/2027 via screens and immersive spaces.
Located in Nanterre, on the outskirts of Paris, France, the Plenitude Arena seats up to 45,000 people and offers premium visibility for L’Oréal, delivering an “unparalleled platform of expression to connect with diverse audiences”.
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This partnership is said to be built on a shared vision of “beauty for all, culture for all”, with L'Oréal aiming to “celebrate diverse, inclusive, and personalised beauty” at the arena via its activations.
The Plenitude Arena’s upcoming programming includes singer Celine Dion's residency, as well as highly-anticipated concerts from artists Olivia Rodrigo, Muse, Gims and Ibrahim Maalouf, and premier sporting events like the Rolex Paris Masters.
L'Oréal’s beauty brands will accompany every type of event at the arena with a “tailor-made approach”, utilising the venue’s indoor and outdoor screens.
Inside the Plenitude Arena
Immersive activations and pop-up beauty spaces, meanwhile, will allow spectators to extend their event experience and share moments.
L'Oréal will also use this partnership as a hospitality lever, inviting its employees and key partners to major musical and sporting events.
“Supporting the Plenitude Arena, the beating cultural and sporting heart right next door to us, is a wonderful opportunity for our 40 brands: they will connect with unique moments of collective emotion,” said Blanca Juti, Chief Communications and Engagement Officer, L'Oréal.
“This project resonates with our local roots, showcases our brand portfolio to highly diverse audiences, and brings tangible value to both our employees and our partners."
For the Plenitude Arena, the aim is to enrich the spectator experience by developing “increasingly immersive experiences and services”.
Frédéric Longuépée, President of the Plenitude Arena, commented: "L'Oréal's arrival by our side confirms the Plenitude Arena's ambition to become an international destination where the greatest brands choose to partner with major events.
“Having laid the foundations of a sustainable venue with Plenitude, we are now embarking on a partnership centred on the spectator experience, alongside the global leader in beauty."
Image credits: Lead image, L'Oréal/Apolline Cornuet; Second image, Apolline Cornuet.
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