L’Oréal Paris selects Arsenal for first football club partnership

L’Oréal Paris has entered an exclusive partnership with Arsenal as the football club's first Official Men’s Haircare Partner.

The brand describes Arsenal’s rich history of innovation and performance as a "natural fit" for L’Oréal Paris.

As part of the collaboration, the two organisations will work together to spotlight the brand's new Elvive Growth Booster collection.

Powered by AMINEXIL-R, the range features a "breakthrough" solution that creates an optimal environment to slow down hair loss by fighting the thickening of the collagen cover surrounding the hair root.

The product line-up includes an Anti-Hair Loss Shampoo, Hair Thickening Conditioner and Anti-Hair Loss Scalp Serum.

L’Oréal Paris will also advertise in Arsenal's stadium, as well as on social media, including posts on the club's platforms and a paid social campaign on TikTok and Meta featuring "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, added: "We’re proud to welcome L'Oréal Paris as the latest partner in our diverse Arsenal family.

"It’s 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."

It marks the latest sports partnership for L’Oréal Paris, having also recently named Spanish motorsports racing driver Carlos Sainz as Global Ambassador for its Elvive range.

Sainz will first appear in a campaign for the Elvive Growth Booster collection this spring.