Ferrari driver Charles Leclerc has been named global ambassador for L’Oréal Paris, in a collaboration that is part of the group’s strategy to strengthen its presence in the men’s market.
Read more Fernando Alonso responds to Newey on his “mental situation”
Charles Leclerc becomes global ambassador for L’Oréal Paris, an appointment that marks a new step in the French group’s positioning in the men’s segment.
The Monegasque Scuderia Ferrari driver will notably embody the Men Expert ranges as well as the brand’s hair care and styling lines.
“I will always associate L’Oréal Paris with my mother. She is a hairdresser, so I grew up seeing L’Oréal Paris products all over the house and watching the commercials on television.”
“I am very grateful to have such strong women in my life and incredibly proud to join a brand that champions women’s empowerment. I deeply believe that the strength of men comes through support and partnership in this mission.”
A strategy aimed at the male audience
This collaboration is part of a broader strategy by L’Oréal Paris, which seeks to strengthen its connection with male consumers.
Read more Verstappen taken out in F1: the incredible «crib» anecdote that makes the paddock laugh
According to Olivier Monteil, global head of brand image, the objective goes beyond the sole scope of Men Expert. The choice of Formula 1 is not insignificant for the brand, which is becoming increasingly actively interested in it.
“The sense of innovation, excellence, and individual performance that characterizes Formula 1 is very evident for L’Oréal Paris and its pioneering science.”
“Formula 1 is the new global cultural capital. It is not only the most watched motorsport, but also the one that has experienced the strongest growth in its fan base.”
Leclerc on screens from June
Leclerc will appear from June in a campaign dedicated to the Men Expert Hydra Energetic range, marking the concrete launch of this partnership.
This collaboration confirms both the growing attractiveness of Formula 1 for major international brands and L’Oréal Paris’s desire to anchor its communication in figures from this rapidly expanding universe.
Read more Mercedes relaunched after being «shaken up»: a blessing in disguise?