L’Oréal is taking its business to the horse tracks.
The beauty conglomerate 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 joins a handful of first-time sponsors, including Graeter’s Ice Cream, as well as returning partners Vineyard Vines, Tractor Beverage Company, Mitsubishi Electric and more.
With branding posted throughout the grounds, L’Oréal will be on-site offering complimentary makeup and hair touches, using its cult-favorite products. In addition, L’Oréal 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.
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.
While this is certainly a first-of-its-kind partnership for L’Oréal, brands under the company’s belt have already entering 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 the company’s 4 billion-euro acquisition of Kering Beauté, which includes the House of Creed, and the signing of beauty and fragrance licenses for the Kering brands. The mic-drop deal also gave L’Oréal the right to “enter into a 50-year exclusive license for the creation, development and distribution of fragrance and beauty products for Gucci,” per WWD’s previous report.
