Fnatic, the London-based global esports performance brand, has announced its partnership with L’Oréal Men Expert – one of the world’s leading beauty and personal care brands. This is a significant announcement as one of the largest skincare brands in the world is also starting to get involved with esports.
L’Oréal’s new partnership with Fnatic is designed to create a unique men’s grooming product range specifically for gamers. As part of the deal, the two brands will develop and deploy engaging and creative content, as well as co-branded product activations, through a shared #PrepToPlay concept. L’Oréal Men Expert will also feature as the sole partner on the back of the Fnatic team jersey.
This partnership will empower men to experience the strength that comes from prioritizing self-care, instilling them with the confidence to look, feel, and play better.
L’Oréal Men Expert Global Marketing Director, Christine Nguyen
Fnatic CEO, Sam Mathews said: “Our players know that to be the best in-game we have to prepare the best outside of it and it’s those daily self-care rituals that give us the confidence to play better. We can’t think of a better brand to partner with than L’Oréal Men Expert to demonstrate our commitment to support our players across all areas of their game.”
The beauty and personal care brand will be involved in all teams’ pre-game social media content, with a further #PrepToPlay content series planned to build hype leading up to some of the biggest moments in the esports calendar.
To complement the co-branded content, L’Oréal Men Expert will also sponsor Fnatic’s resident League of Legends content creator Rhobalas’ popular online web series, “The Rhobalas Show”. The series focuses on all things League of Legends and LEC, featuring in-depth guest interviews with players and esports organizations.
L’Oréal Men Expert Global Marketing Director, Christine Nguyen said: “As the gaming industry continues to boom, we’re very excited about L’Oréal Men Expert’s partnership with Fnatic. Tapping into this new world is an exciting way for the brand to democratize the best of skin and body care, and to introduce L’Oréal Men Expert to Gen Z and millennial gamers. This partnership will empower men to experience the strength that comes from prioritizing self-care, instilling them with the confidence to look, feel, and play better. Because you’re all worth it!”
