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L'ORÉAL GROUPE MAKES SXSW SYDNEY® DEBUT WITH IMMERSIVE BEAUTY, INNOVATION AND TECHNOLOGY EXPERIENCE

L'ORÉAL GROUPE

Key Facts:

L’ORÉAL GROUPE’S INNOVATION STATION:

A multi-sensory playground, the Innovation Station invites guests to see, touch, and interact with various 
innovations from across the beauty powerhouse’s 36 iconic brands. Attendees will experience the 
intersection and collaboration of beauty, technology and sustainability. Some Innovation Station highlights 
include: 

● Fragrance Tunnel: A sensory journey through fragrant mist bubbles and mirrored floral installations, 
showcasing the Groupe’s extensive fragrance range and taking visitors on a scent journey. 

● Central Brand Station: A dedicated space where our L’Oréal Groupe brands come to life, giving 
visitors the chance to experience the latest and greatest innovations, hero products and explore what’s next in beauty.

● Innovation and Beauty Tech Zone: Learn and discover more about L’Oréal Groupe’s intersection 
of beauty, innovation and technology. 

● Hair Station: Attendees can experience two sides of the Groupe’s hair bar – using the L’Oréal 
Professionel AirLight Pro, L’Oréal Professionnel Steampod for styling, or experience Kérastase KScan for fast personalised insights into scalp health. 

● Sampling Dispensary: Guests can unlock their “formula for beauty” from across L’Oréal Groupe’s
36 iconic brands, discovering, mixing and matching their perfect “formula” for beauty to suit their 
beauty routine needs. 

● Positivity Hotline: Guests can venture down a path of personal expression, self-affirmation, and 
creativity by picking up a phone from the Groupe’s interactive self-affirmation “Positivity Hotline.” 

● Skin Cancer Checks and Beauty Confessional Booth: La Roche-Posay, one of L’Oreal Groupe’s 36 
brands, are deeply committed to promoting skin health and believe in the importance of early 
detection. We are proudly partnering with Skin Check Champions to offer complimentary skin 
checks. Attendees can book using this link - SXSW Skin Check Clinic | Appointment and have their 
skin checked in a one-on-one session in a discreet and comfortable setting. Over the weekend, 
this space will transform into a “Beauty Confessional Booth” to share their best and worst kept 
beauty secrets.

Sydney, Thursday 09 October, 2025 – For the very first time, L’Oréal Groupe Australia will bring its world leading beauty innovations to SXSW Sydney® from Monday 13 October to Sunday 19 October at Tumbalong Park in Sydney’s Darling Harbour, unveiling their ‘Innovation Station’.

The ‘Innovation Station’ is an activation that showcases the strength and diversity of their 36-brand portfolio, including L’Oréal Paris, La Roche-Posay, Kérastase and Lancôme, and takes festival-goers on a multi-sensory and captivating journey across fragrance, skin, hair and makeup, alongside cutting-edge beauty tech innovations.

As part of the week-long program, Alex Davison, Chief Executive Officer of L’Oréal Groupe Australia & New Zealand, and Georgia Hack, Chief Marketing & Digital Officer, will both join panel discussions, contributing to conversations about the future of beauty, innovation, technology and marketing on the global stage.

 Alex Davison, Chief Executive Officer, L’Oréal Groupe Australia & New Zealand, said:

 “At L’Oréal Groupe, we believe the future of beauty is shaped not just by products, but by innovation that enhances people’s lives. SXSW Sydney is the perfect platform to share our vision and demonstrate how science and technology are unlocking entirely new possibilities for beauty experiences. We’re proud to be here for our very first SXSW Sydney, engaging directly with consumers, creators and innovators and showcasing the diversity of the Groupe’s 36 brands.”

Simon Cahill, Co-Managing Director, SXSW Sydney, said:

“We’re thrilled to welcome L’Oréal Groupe to SXSW Sydney. Their global leadership in innovation and sustainability makes them a natural fit for our event, which celebrates creativity, technology and culture. We look forward to our attendees experiencing firsthand how L’Oréal Groupe is reimagining beauty for the future this October.”

The activation will run from Monday 13 October to Sunday 19 October at Tumbalong Park in Sydney’s Darling Harbour and is open to all consumers.

 For more information on L’Oréal Groupe at SXSW Sydney, please visit this link.

About us:

About L'Oréal Groupe, Australia & New Zealand 
L’Oréal Australia & New Zealand are part of the L’Oréal Groupe. L’Oréal has devoted itself to beauty for 
over 116 years. With its unique international portfolio of 37 diverse and complementary brands, the Groupe
generated sales amounting to 41 billion euros in 2023 and employs 88,000 people worldwide. As the world’s 
leading Beauty Company, L’Oréal is present across all distribution networks: mass market, department stores, 
pharmacies and drugstores, hair salons, travel retail and branded retail. In Australia & New Zealand the 
Group has 36 brands - available across all channels nationwide. The teams in Australia & New Zealand are 
dedicated to L’Oréal’s sense of purpose “Create the beauty that moves the world"

Contact details:

Lucy Devlin 

Account Executive

Edelman on behalf of L’Oréal Australia

P: 0478 531 338

E: [email protected]