L’Oréal is doubling down on its mission to champion diversity and representation with its esports and gaming strategies.

L’Oréal is doubling down on its mission to champion diversity and representation with its esports and gaming strategies. Speaking at France’s technology conference VivaTech, L’Oréal’s global head of social and content marketing said that the beauty brand will continue partnering with esports teams and gaming influencers as well as making moves into the metaverse, and that its future virtual world presence will ensure the brand and its products “meet the needs of every single form of beauty and every culture.” Recent partnerships include NYX Cosmetic’s Pride Month activation, which saw the company launch a diverse avatar collection in Sandbox, and L’Oréal Men Export’s sponsorship of esports team Fnatic, which included having the brand’s logo appear on the team’s shirt as they competed in tournaments for games including FIFA and the League of Legends World Championship. Esports have been mainstream among young consumers for a while now, and beauty brands have been strengthening their ties to the esports community to reach younger audiences. Meanwhile, the metaverse continues to be a marketing hotspot, and the majority of young Europeans are open to brands interacting with them in their virtual worlds. (Adweek)