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L’Oréal Paris is taking its business to the tracks.
The cosmetic brand has been named the official beauty partner of the 152nd Kentucky Derby, ahead of the annual, all-day race on May 2 at Churchill Downs in Louisville, Ky. L’Oréal Paris joins a handful of first-time sponsors, including Graeter’s Ice Cream and Mitsubishi Electric, as well as returning partners Vineyard Vines, Tractor Beverage Company and more.
With branding posted throughout the grounds, L’Oréal Paris will be on-site offering complimentary makeup and hair touches, using its cult-favorite products. In addition, it will inaugurate the “Style Under the Spires” fashion contest in the week leading up to race day. Designed to bolster the style scene, the contest will see contestants dress in accordance with daily themes for a chance to win all kinds of prizes, including tickets to the 2027 race.
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The Kentucky Derby has been known to draw an A-list crowd, with everyone from Olympic gold medalist Simone Biles to mega-influencer Alix Earle and actress Selma Blair attending last year’s event.
Additinonal bands under L’Oréal’s belt have also entered the sports arena. In March, La Roche-Posay became the Title Partner of the French Challenger team, K-Challenge, for the 38th America’s Cup. Two years ago, L’Oréal was the cosponsor of France’s Orient Express Racing Team and the title partner to the French Women’s and Youth teams.
This most recent partnership comes hot off the heels of L’Oréal Paris’ new Missed Opportunities campaign, which shined a light on the ways in which street harassment impacts women daily. In honor of Anti-Street Harassment Week earlier in April, the brand encouraged its consumers, men and women, to take part in a Stand Up training program — a 10-minute video on “the Right To Be’ 5Ds methodology” designed to empower bystander intervention.