L'Oréal x Basketball - Beauty and Confidence in Motion

L'Oréal x Basketball

Beauty and Confidence in Motion

Basketball player in action
Beauty and cosmetics

Why Basketball?

  • Fastest-growing team sport in Australia: Over 1.1 million participants (2023 AusPlay data), growing at +40% over the last decade
  • Africa growth story: Basketball Africa League (BAL) backed by NBA and FIBA, reaching 215 million households in 200+ countries
  • Global popularity: World's #2 sport by participation (450 million players), behind only football
  • Urban, global, and inclusive — aligns perfectly with L'Oréal's audience
  • Basketball culture extends into music, fashion, hair, and lifestyle
Basketball crowd
450M Players • 200+ Countries

Shared Values

Basketball

Confidence
Style
Expression

L'Oréal

Beauty
Empowerment
Inclusivity

Together: A powerful, authentic platform to engage Gen Z and Gen Alpha, who value self-expression and identity

Product Alignment

L'Oréal Men Expert
  • "Game Ready" locker-room kits (hydration, deodorant, face wash)
  • Player Rituals campaign
Garnier
  • Hydration Stations at tournaments
  • Sampling of Micellar Wipes & Skin Hydration products
Maybelline New York
  • "Game Day Glam" activations at women's basketball
  • Social content: court-to-camera transitions
Kérastase & L'Oréal Professionnel
  • "Style & Play" hair stations
  • Athlete partnerships around hair identity
Lancôme
  • VIP courtside beauty lounges
  • "Luxury Meets Sport" campaign

Community Impact

  • Girls in Sport: Basketball clinics + confidence workshops
  • Diversity Pathways: Programs for multicultural and Indigenous youth
  • Grassroots Africa: Support BAL, school programs, and youth ambassadors
Stat: 64% of Gen Z globally say brands that support diversity and inclusivity influence their purchasing decisions. (McKinsey 2023)
Youth basketball
Women in sports

Global to Local

  • Korea: Epicentre of K-Beauty innovation
  • Basketball is a cultural bridge: Korea → Africa → Australia
  • Opportunity to export K-Beauty trends through the universal language of sport
Global sports
Global Beauty
Local Impact

Partnership Opportunities

Title Sponsorship

"L'Oréal Basketball Futures" series

Product Integration

Kits, Hydration Stations, Beauty Activations

Digital Storytelling

Athlete Rituals, Style Content, Confidence Series

Fashion Crossovers

Collaborations with streetwear brands for court + culture

Closing Line

Basketball inspires beauty, confidence, and empowerment.

L'Oréal doesn't just sponsor — it becomes part of a cultural movement.

"Beauty and Confidence in Motion"