L’Oréal Paris has signed Australian footballer Mary Fowler as its newest brand ambassador.
The 21-year-old, who plays for the Australian national team – known as the Matildas – and Manchester City in the UK, is the first female athlete in Australia and New Zealand to represent the French beauty brand.
She will star in campaigns and work with the brand on initiatives to boost women’s empowerment across Australia and New Zealand.
L’Oréal Paris described Fowler as “the embodiment of everything Gen Z girls and women stand for, proudly growing in her confidence and sense of self-worth, and inspiring others to do the same”.
“What inspires us about Mary is not just her talents and career achievements, but also her poise in handling a meteoric rise at such a young age,” said Nadia Adelina, L’Oréal Paris’ Marketing Director for Australia and New Zealand.
“Mary remains authentically herself, spreading her positive spirit and uplifting girls and women."
Fowler follows model Kendall Jenner, The Woman King actress Thuso Mbedu and singer Cody Simpson as a L’Oréal Paris ambassador.
“As a L’Oréal Paris brand ambassador I hope that I’ll be able to encourage Australian women to embrace themselves,” said Fowler.
“I want people to feel comfortable in their own skin and have the confidence to express who they are in a genuine way.”
Beauty brands have been increasingly tapping into women’s sports stars in recent years.
L’Oréal-owned Garnier hired TV presenter and former Arsenal player Alex Scott as a face of the brand in 2023.
Meanwhile, Gillette Venus partnered with England Lioness Lotte Wubben-Moy ahead of the Women’s World Cup last year.
Read more:
- Why beauty brands are betting on women’s sports
- Neutrogena signs Olympic gold medalist Sydney McLaughlin-Levrone as ambassador
- Clinique teams with rugby star Holly Aitchison to boost girls’ confidence
