For the first time, L’Oréal Groupe Australia will present its ‘Innovation Station’ at SXSW Sydney from Monday to Sunday, October 13 to October 19, at Tumbalong Park in Darling Harbour.
The activation features products from the company’s 36-brand portfolio, including L’Oréal Paris, La Roche-Posay, Kérastase, and Lancôme. Attendees can explore innovations in fragrance, skincare, haircare, makeup, and beauty technology through a multi-sensory experience.
Highlights of the ‘Innovation Station’ include the Fragrance Tunnel, a sensory walkthrough with scented mist and mirrored floral displays; a Central Brand Station where visitors can explore products; and the Innovation & Beauty Tech Zone, showing advancements at the intersection of technology and beauty.
Guests can also have hands-on experiences at the Hair Station using tools like L’Oréal’s Professionel AirLight Pro, Professionnel Steampod, and Kérastase’s K-Scan, and personalise their routines at the Sampling Dispensary. Meanwhile, the interactive Positivity Hotline encourages expression through self-affirmation.
Additionally, in partnership with Skin Check Champions, La Roche-Posay will provide complimentary skin cancer checks in a private setting, which will later transform into a Beauty Confessional Booth for attendees to share their beauty secrets.
Throughout the program, Alex Davison, CEO of L’Oréal Groupe Australia & New Zealand, and Georgia Hack, Chief Marketing & Digital Officer, will participate in panel discussions focused on the future of beauty, innovation, technology, and marketing on a global scale.
“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,” said Davison.
“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,” said Simon Cahill, Co-Managing Director at SXSW Sydney.