October 12: Paris Saint-Germain have signed L’Oréal Groupe as the club’s official beauty partner on a two-year contract until 2028.
The partnership begins with Vichy Laboratoires, L’Oréal’s dermocosmetics brand, becoming the official skin and hair care partner of the men’s first team. Vichy products will be supplied to the PSG Campus and the Parc des Princes, and the brand will work with the club on health initiatives and educational content on integrative health.
Other L’Oréal brands will offer fans exclusive experiences at select home matches.
PSG have won back-to-back Champions Leagues and are now one of the most desired brands in world sport, reaching far beyond football to fashion and lifestyle. L’Oréal is the largest beauty company in the world and is headquartered in Paris.
It also reflects how PSG are sold. The club has spent years positioning its brand alongside luxury and fashion houses rather than relying on traditional football sponsors, and a beauty partner sits comfortably within that strategy.
PSG have been busy commercially. They have recently announced partnerships with Coca-Cola, Google, Chinese electric car maker BYD and Iraqi telecoms operator Asiacell, while renewing their long-standing deal with hotel group Accor.
No value was given for the L’Oreal deal.
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