PSG names L’Oréal as official beauty partner
Paris Saint-Germain have signed a two-year partnership with L’Oréal Groupe, bringing the beauty company into club football for the first time through an agreement running until 2028.
Paris Saint-Germain have appointed L’Oréal Groupe as their official beauty partner in a two-year agreement that combines sponsorship, scientific collaboration and supporter experiences across the company’s portfolio of brands.The partnership will initially be activated through Vichy Laboratoires, which becomes the official skincare and haircare partner of PSG’s men’s first team, with products supplied at the PSG Campus and Parc des Princes.In their joint announcement, the organisations said: “For the first time, this collaboration brings together two Paris-born organisations united by a shared ambition: to promote a contemporary vision of French excellence around the world, driven by innovation, performance and inspiration.”Announced on October 8, the agreement marks L’Oréal Groupe’s first partnership with a football club, giving the company a platform within PSG’s international commercial network while adding beauty and personal care to the club’s sponsorship portfolio.The relationship extends beyond brand visibility, with Vichy’s scientific teams set to work at the PSG Campus in Poissy on observational studies involving skin health, scalp health, well-being and athletic performance.The partners will also produce educational material on integrative health, drawing on the experience of elite sport and Vichy’s dermatological expertise to reach audiences beyond the first-team environment.The announcement continued: “Vichy’s scientific teams will join the PSG Campus in Poissy to conduct observational studies on skin health, scalp health, well-being and athletic performance. Together, the teams will also develop educational content on integrative health, sharing insights from elite sport alongside the most appropriate dermatological solutions and protocols with a wider audience.”Product provision will form part of players’ daily routines at both the training complex and stadium, while the research programme gives the agreement an operational dimension alongside its marketing activity.L’Oréal Groupe’s wider brand portfolio will participate in the partnership through exclusive supporter experiences at selected home matches, with activations intended to combine sport, innovation, creativity and style.The agreement draws on the organisations’ shared Parisian origins and international reach, connecting PSG’s positioning across football, fashion and lifestyle with a beauty business operating in more than 150 countries.L’Oréal Groupe employs more than 90,000 people worldwide, including approximately 15,000 in France, and brings a portfolio of international and local brands to the collaboration.PSG have developed their commercial identity beyond traditional football sponsorship, including their long-running relationship with Jordan and projects spanning art, music, fashion and well-being.The beauty partnership follows other recent additions to the club’s commercial portfolio, including Coca-Cola, Google, BYD and Asiacell, alongside the renewal of their relationship with Accor.Vichy provides the first defined programme under the agreement, with other L’Oréal brands expected to bring further activity to the partnership during its term through 2028.