Team Vitality announce Garnier Fructis deal?

One of the leading esports organisations in the world, Team Vitality have announced a new partnership with cosmetics brand Garnier Fructis and L’Oréal group. The two-year partnership will see Garnier Fructis join the team as their Official Hair Care Supplier.

The deal will see Team Vitality and Garnier Fructis work on a range of activations including various fan engagement activities and social media promotions. The Garnier Fructis logo will also be visible on all the digital assets and content of Team Vitality’s Valorant, CS:GO and League of Legends teams. 

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Nicolas Maurer, CEO, of Team Vitality, commented:

“At Team Vitality we are always looking at ways to reach new audiences so it’s an honour to be recognised in the beauty and grooming space as Garnier Fructis’ first esports team partnership. It’s a true reflection on what we have built at Team Vitality that we are able to forge long-term partners in such an authentic and creative way.”

Stéphanie Borri – General Manager Garnier France, added:

“Garnier has always been a brand that is close to its consumers. Today, more than ever, we take pride in exploring new areas of expression to maintain the intimacy and authenticity that binds us to our target audience. As a result, it was only natural for us to take our first step into the world of esports last year and we are thrilled to be able to continue this beautiful partnership with Team Vitality! 

“This is a great opportunity for our iconic Brand Garnier Fructis to strengthen its presence among Gen Z through the implementation of fun and offbeat activations!”

This isn’t the first time that the two parties have collaborated, though; Team Vitality and Garnier Fructis joined hands previously in 2021 for the ‘V for Veuch’ campaign built around the power of Garnier Fructis products. The campaign even had a mini-film featuring Team Vitality players and ambassadors who promoted the products.