THE WHAT? London-based esports brand Fnatic has announced a partnership with L’Oréal Men Expert. As part of the deal, the duo will develop and deploy engaging and creative content as well as co-branded product activations.

THE DETAILS The shared #PrepToPlay concept will see the French beauty firm’s men’s line be involved in all teams’ pre-game social media content, with a further series planned to build hype leading up to some of the biggest moments in the esports calendar. L’Oréal Men Expert’s Hydra Energetic and Carbon Protect ranges will be made available for all Fnatic players, coaching staff and talent.

THE WHY? L’Oréal Men Expert Global Marketing Director, Christine Nguyen commented, “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 democratise 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 prioritising self-care, instilling them with the confidence to look, feel, and play better.”