L'Oréal plays a dual role at the 48th WorldSkills Competition, with the Group serving as a Gold Partner and its brand L'Oréal Professionnel as the Official Products for the Hairdressing category. This reflects L'Oréal’s century-long commitment to professional skill as its foundation, consistently fostering talent through beauty industry training.

During the competition, L'Oréal Professionnel will bring its "Shake to Smooth" pop-up, a summer sensation from its tour across Beijing, Shanghai, Guangzhou, Chongqing, directly to the event. The interactive station will offer hero product trials, posters, and solutions for styling challenges in both dry and humid heat. The brand will also feature its PPD Magic Mirror, which uses AI-powered simulation to help competitors visualize diverse hairstyles and support their creative decisions.

Beyond the venue, L'Oréal Professionnel’s first global flagship salon will host a special WorldSkills-themed exhibition. In partnership with Jing'an District Commission of Commerce and Human Resources, and Social Security Bureau, L'Oréal will also launch an empowerment session for hairdressing talent. Featuring industry insights and showcases by champions, the initiative will bring world-class skills from the competition stage to the city streets and its community of beauty professionals.