Laura Geller Beauty Partners With Chicago Bulls Fans
Female Bulls fans can expect beauty sampling and new co-branded content at home games this 2026-2027 season.
Updated on Oct. 21, 2026 in Beauty
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Laura Geller Beauty has officially partnered with the Chicago Bulls for the 2026-2027 season, bringing a beauty-focused presence to United Center home games. This collaboration aims to engage female basketball fans, who currently make up 45% of the team's total fanbase.
Why it matters
The brand is shifting its marketing strategy to connect directly with women over 40, a core consumer demographic that has been a focus for the company since 2021. By integrating with professional sports, the beauty brand seeks to reach this audience in a traditionally male-dominated sports environment.
Official partnership data shows women comprise 45% of the Chicago Bulls fanbase. While the collaboration includes three scheduled gameday activations, the specific criteria for the upcoming digital sweepstakes remain under investigation.
The players
Laura Geller Beauty
A cosmetic company that has focused its marketing efforts on women over 40 since 2021.
Chicago Bulls
The professional basketball team whose fanbase is 45% female.
Benny The Bull
The official Chicago Bulls mascot with 6 million social media followers.
Swingin' Seniors
A performance dance team featuring members at least 60 years of age.
The details
The partnership utilizes multi-channel visibility, including LED branding displays throughout the United Center and co-branded content featuring the Swingin' Seniors dance team. Additionally, the brand will participate in video segments with Benny The Bull to reach his social media following of 6 million people. These activations are designed to introduce the product line directly to fans during the 2026-2027 season.
Timeline
2021: Laura Geller began specifically marketing products to women over 40.
2026-2027 season: The brand maintains an official partnership presence at all Bulls home games.
Health Landscape
This partnership follows the broader trend of beauty brands moving into sports sponsorships to reach engaged, female-identifying demographics. It reflects a shift in how cosmetics companies identify and engage their target audience beyond traditional retail spaces.
Fans attending games at the United Center may encounter product sampling and beauty-focused activations throughout the season. These events are a helpful entry point for testing products, though any concerns about skin sensitivities or reactions to new items remain worth discussing with a doctor.
The takeaway
Beauty brands are increasingly meeting their core demographics in unexpected environments like professional basketball arenas. While exploring new beauty offerings at events, always check ingredients for any personal sensitivities you have previously discussed with your physician.
Further reading
For more on evolving consumer health and beauty trends, see our Beauty coverage.
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Do you support professional sports teams forming official partnerships with niche cosmetic and beauty brands?
