WWD.com/beauty-industry-news/hair/loral-professionnel-becomes-paris-fashion-week-partner-5713306/

PARIS — L’Oréal Professionnel has become an official partner of Paris Fashion Week, it announced today.

 

The brand, which is part of the French beauty giant’s Professional division, inked a three-year agreement running through 2014 with the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode.

 

L’Oréal Professionnel’s team of hairstylists has long had a link with fashion, having created runway looks for designers such as Karl Lagerfeld, Alexis Mabille, Giambattista Valli and Elie Saab over the years.

 

“For us, it was essential to recognize and support the world’s most iconic fashion week,” stated Thies Posken, international director of L’Oréal Professionnel. “This city, which is at the heart of creativity, is also at the heart of our brand. Becoming an official partner of the prestigious week allows us to further strengthen the close ties between fashion and hairdressing, to emphasize our role as trend leader and to highlight our commitment to Parisian elegance.”

 

During Paris Fashion Week, which runs from Feb. 28 to March 3, there will be a pop-up hair salon for buyers and journalists in the L’Oréal Academy at 14 Rue Royale in Paris’ 8th arrondissement.