How L'Oréal Is Tapping Into Esports and Gaming Culture

Social media lead Alexandra Bolten talks through the strategy behind the cosmetics company's various initiatives to drive online representation and build community

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With around three billion people now classed as gamers, and an almost equal divide of men and women, cosmetics giant L’Oréal is coming to play as it ramps up its engagement strategy through influencer and platform partnerships to grow its brand’s resonance with worldwide communities.

Speaking from VivaTech, Alexandra Bolten, global head of social and content marketing at L’Oréal, discussed the company’s burgeoning gaming strategy and how that would help champion inclusivity and representation in gaming, which has included a freshly renewed partnership agreement in esports with Team Vitality having named Garnier Fructis as its first hair care partner.



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