L’Oréal launches global partnership with esport brand Fnatic

L’Oréal Men Expert has partnered with London-based esports performance brand Fnatic to develop a range of content and co-branded product activations.

The partnership will see L’Oréal 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.

Additionally, L’Oréal will feature as the sole partner on the back of each Fnatic team's sports top. L’Oréal Men Expert 'Hydra Energetic' and 'Carbon Protect' product ranges will also be made available for all Fnatic players, coaching staff and talent to provide "off-game support".

Founded in 2004, Fnatic emphasises its success in scouting and developing pro esport gamers, launching its own esports equipment in 2016 and collaborating with brands such as Gucci and now L’Oréal. In 2020, the brand was the world's third most-watched esport brand.

Christine Nguyen, L’Oréal Men Expert Global Marketing Director, said: "As the gaming industry continues to boom, we are very excited about L’Oréal Men Expert’s partnership with Fnatic.

"Tapping into this new world is an exciting way for the brand to introduce L’Oréal Men Expert to Gen Z and millennial gamers. This partnership will empower men to experience the strength that comes from prioritising self-care, instilling them with the confidence to look, feel and play better."

Sam Mathews, CEO at Fnatic, added: "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."