Garnier Enters E-Sports to Attract Male Skin Care Audience

Garnier is shifting focus towards men’s skincare by acknowledging an increased interest in skin health beyond basic grooming. Men are now more informed and keen on quick, effective skincare routines that suit their lifestyles. Garnier responds by creating products catering to concerns like oil control, acne, and dullness, particularly for younger consumers facing digital lifestyle stressors.

The brand leverages the e-sports and gaming sector, recognizing gaming as a lifestyle where skincare can enhance focus and confidence. Garnier’s #GarnierGAMEFACE campaign aligns skincare with gaming rituals, showcasing products at events like the EA SPORTS FC Mobile Festival in Bangkok. Collaborations with regional content creators help demonstrate the simplicity and efficacy of skincare routines.

Products targeting gamer-specific needs include cleansers and serums to combat screen fatigue and stress, with a focus on fast-absorbing, effective solutions. Garnier also addresses blue light exposure, which accelerates skin aging, through research and existing reparative products.

Their Game Face Starter Pack activation at gaming events aims to make skincare accessible and empowering for male gamers, with plans to expand such experiences regionally. Garnier ensures its product formulations suit diverse Asian skin types and tones, emphasizing quality, efficacy, and a commitment to cruelty-free, vegan-friendly ingredients.