Now, this is not a review, but it is a little news bite around one of my favorite topics, “Brand Relations and Marketing” in sports…

L’Oréal Paris South Africa has launched an exciting new campaign partnership with two of the nation’s rugby legends, Faf de Klerk and Cheslin Kolbe. This collaboration will see de Klerk and his blond hair showcasing his star power in the L’Oréal Paris Elvive and Men Expert campaigns, while Kolbe will lead the charge for the L’Oréal Paris Men Expert line.

“The opportunity to partner with a brand like L’Oréal Paris, synonymous with excellence, is truly an honour,” said de Klerk. “The brand resonates with my commitment to looking and feeling my best, both on and off the field.”

Kolbe echoed this sentiment, adding, “Partnering with L’Oréal Paris Men Expert is an incredible opportunity to inspire men to invest more time in their appearance and well-being. This campaign is about empowering men to embrace self-care and confidence. It’s a message that resonates deeply with me, both as an athlete and as a person.”

Ayanda Mackay, brand business lead for L’Oréal Paris Southern Africa, expressed immense pride in welcoming the rugby icons to the L’Oréal Paris Men Expert family. “Their steadfast dedication, palpable passion, and genuine authenticity perfectly encapsulate the essence of our brand. This campaign is a testament to our commitment to celebrating empowerment, honouring cultural richness, and emphasizing the importance of self-care for the modern man.”

Adding to his impactful ventures, Kolbe, together with his wife, Layla Kolbe, launched the Cheslin Kolbe Foundation, which supports young kids in sports. 1st July 2024, Kolbe shared his excitement on Instagram: “A very proud day for Layla and I as we officially launch the @cheslinkolbefoundation. 🙌🏽 This has been a goal of ours for years, so it is extremely exciting to see it come to life and allow us to give back to communities across South Africa. Visit @cheslinkolbefoundation to follow our journey.”

Both rugby players have become household names, and their collaboration with L’Oréal Paris is a testament to their influence, visibility, and positive self and team representation. Their star power not only benefits the nation but also brands like L’Oréal Paris, who seek to tap onto the local talent pool and be relatable to a more local audience and consumer.

We can’t wait to see how this collaboration unfolds and the positive impact it will have on promoting self-care and confidence among men.