October 12 – Paris Saint-Germain have signed L’Oréal Groupe as the club’s official beauty partner on a two-year deal running through 2028.
The partnership starts with Vichy Laboratoires, L’Oréal’s dermocosmetics brand, which becomes official skincare and haircare partner of the men’s first team. Vichy products will be supplied at 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 selected home matches.
PSG are back-to-back Champions League winners and now one of the most desirable brands in world sport, with a reach well beyond football into fashion and lifestyle. L’Oréal is the world’s largest beauty company and is based in Paris.
It also reflects how PSG sell themselves. 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.
Contact the writer of this story at nick.webster@insideworldfootball.com