L’Oréal Paris, the global beauty giant’s flagship brand, has announced an official partnership with Arsenal Football Club. The brand will become the club’s official men’s haircare brand.
An item from the Elvive Growth Booster collection – DR
The partnership will spotlight L’Oréal Paris’s latest innovation, the Elvive Growth Booster range, which promises to reduce hair loss within 12 weeks.
Amélie Fortier-Cyr, general manager of L’Oréal Paris UK & Ireland, highlighted the natural fit between the club and the brand, noting Arsenal’s rich legacy and L’Oréal Paris’s status as the world’s leading beauty brand, alongside Elvive’s (marketed as Elsève in France) position as the number one haircare brand in the UK and Ireland.
As part of the deal, L’Oréal Paris will launch advertising campaigns at Arsenal’s stadium and leverage both its own and the club’s social media platforms. On its UK TikTok account, the brand will feature Arsenal players such as Riccardo Calafiori and Declan Rice in playful content, including quizzes about the team’s best hairstyles.
In 2024, L’Oréal Group reported a 5.6% increase in annual revenue, reaching €43.48 billion.
While beauty brands have long sought to boost visibility by partnering with high-profile footballers, fashion brands have also become increasingly interested in players whose distinctive personal styles have made them influential figures in the fashion world.
