L'Oréal Paris Men Expert's 'Up Your Game' Initiative encourages NHL fans to polish
their game on and off the ice with their grooming products for men
Partnership with NHL Marks Beauty Brand's First Sports Sponsorship
MONTREAL AND TORONTO, Nov. 27, 2013 /CNW Telbec/ - L'Oréal Paris Men
Expert has entered into a three-year partnership with the National
Hockey League (NHL®) for the 2013-14 season, marking the beauty brand's
first sports sponsorship. The number one skin care brand in Canada will
encourage NHL fans to 'up their game' on and off the ice via a digital
campaign and an exclusive NHL.com video series.
"The entire program promises to create content not only applied to Men
Expert products but to bridge the brand's identity to the NHL
lifestyle," says Hugo Thibault, Communications Director for L'Oréal
Paris. "We are thrilled to develop an intrinsic link between Canada's
most beloved sport and our brand."
The grooming and lifestyle brand will present NHL Life™, an NHL.com exclusive online video series that offers fans a behind the scenes
glimpse into the lives of various on-ice and front-office NHL
personalities. The series will launch on Nov. 28 at NHL.com/nhllife.
"We're excited to partner with L'Oréal Paris to bring our fans exclusive
lifestyle content," said Laurel Walzak, NHL Director of Integrated
Sales. "Whether they are on the ice, behind the bench, or in the front
office, our NHL personalities embody style and character, confidence
and flare. A collaboration between the Men Expert brand and the NHL brand to reach hockey fans is a natural fit."
The partnership is multi-faceted and includes a sponsorship of NHL Weekly Pick 'Em™ powered by L'Oréal Men Expert, a weekly exclusive contest for fans to
'up their game' by choosing all outcomes of Saturday NHL match-ups.
There is a chance to win weekly prizes including Shop.Canada.NHL.com gift cards and L'Oréal Paris Men Expert products, with top performers eligible for the opportunity to win a
grand prize trip for two to the 2014 NHL Awards™.
Visit the NHL Weekly Pick 'Em powered by L'Oréal Men Expert at: http://pickem.nhl.com
Like the L'Oréal Paris Men Expert campaign at: facebook.com/MenExpertCanada
Follow the campaign on Twitter: @LOrealParisCAN
NHL and the NHL Shield are registered trademarks and NHL Life, NHL Life
Series name and logo, NHL Weekly Pick 'Em and NHL Awards name and logo
are trademarks of the National Hockey League. © NHL 2013. All Rights Reserved.
SOURCE: L'Oréal Paris Men Expert
For further information:
Kristina Argento, Public Relations, L'Oréal Paris: firstname.lastname@example.org
Jasmine Ghafour, NHL Communications: email@example.com