Showcasing L’Oréal’s Olympic Promotion with a Recyclable Display

The 2024 Summer Olympics in Paris offered global beauty leader L’Oréal the unique opportunity to connect the brand’s heritage with the energy of the Games. For its national promotion with a U.S. retailer, L’Oréal envisioned a promotion that would captivate Gen X and Baby Boomers alike. The display, however, needed to be both robust—capable of supporting substantial product weight without the aid of a back wall—and fully recyclable, aligning with the brand’s commitment to sustainability.

Partnering with Smurfit Westrock, L’Oréal transformed its vision into reality. The teams collaborated to design and engineer a self-supporting tower constructed of recyclable materials, incorporating a collapsible header for efficient, compact shipping. The brand’s creative concept featured shelves inspired by the iconic Olympic rings, which were cleverly reimagined to mimic the shape of L’Oréal’s signature makeup compacts.