Lancôme named as Worlds 2021 Chinese Special Partner

Lancôme named as Worlds 2021 Chinese Special Partner

THE WHAT? L’Oréal-owned Lancôme has been named as a Chinese Special Partner for esports contest, Worlds 2021, according to a report published by Sports Business Journal.

THE DETAILS The Riot Games and TJ Sports-owned competition and its players will promote the prestige beauty brand’s Advanced Genefique Youth Activating Concentrate.

Fellow sponsors include Bose, Mercedes-Benz and Mastercard, with KFC and Jing Dong signed up as Chinese Official Partners.

THE WHY? Esports are gaining in popularity; TJ Sports reports that its League of Legends Pro League hit a record 340,000 peak concurrent users during the LPL Summer Finals this year, up 8.6 percent yoy.

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