L’Oréal Paris has joined forces with Arsenal Football Club in what marks the beauty brand's first football club partnership.
The beauty giant has announced it will be the club’s official men's hair care partner, helping to spotlight L’Oréal Paris’ Elvive brand.
The Elvive Growth Booster collection is its latest innovation to help target hair thinning.
The collection is designed to reduce hair loss in up to 12 weeks and the brand says it is rooted in science.
Driven by aminexil-r, the product helps by combating the thickening of the collagen layer around the hair root.
The product collection includes an Anti-Hair Loss Shampoo, Hair Thickening Conditioner, and Anti-Hair Loss Scalp Serum.
L’Oréal will also run advertisements at Arsenal's stadium and on social media, with content featured on the club’s platforms and a targeted paid campaign on TikTok and Meta showcasing key players.
Amélie Fortier-Cyr, General Manager at L’Oréal Paris UK&I, said: “We are thrilled to partner with Arsenal, a world-renowned team that represents resilience, excellence and performance, values that align perfectly with L’Oréal Paris.
“Through this partnership, we look forward to showcasing our innovative unisex Elvive products, which have been specifically formulated to support healthy looking hair.
“We are excited to share our expertise with the club and its supporters.”
Juliet Slot, Chief Commercial Officer at Arsenal, said: “We are proud to welcome L'Oréal Paris as the latest partner in our diverse Arsenal family.
“It is a brand proud of its relentless focus on innovation, excellence and performance – a perfect match for our ambition and true to our own mindset of always moving forward.
“By offering unisex products that cater to everyone, L'Oréal Paris is reinforcing its commitment to ensuring that everyone, regardless of gender, feels ‘worth it’.”
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