Vitality inks an agreement with Garnier Fructis

Garnier Fructis has been named the firm's exclusive haircare provider.

Team Vitality, a French e-sports entity, has established a two-year collaboration with the cosmetic industry firm, Garnier Fructis.

Garnier Fructis has been named the firm’s exclusive haircare provider. Both companies shall cooperate on a variety of activation functions, involving fan events and social media marketing, over the course of the two-year agreement.

In addition to the activations, the Garnier Fructis branding shall feature in digital assets and programming throughout Team Vitality’s esports teams. VALORANT, Counter-Strike Global Offensive (CS:GO), and League of Legends lineups are included in this.

Team Vitality’s CEO, Nicolas Mauerer, remarked about the acquisition by saying, “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.”

With this association, Garnier Fructis has joined the calibre of controllers company SCUF, the electronics firm Samsung, and the French financial institution, Crédit Agricole as Team Vitality’s sixth sponsor. So far, the year 2022 has been a productive one for Team Vitality. It has acquired a multi-year agreement with the blockchain network, Tezos, as well as a relationship with the major sportswear company, Adidas, in the last six months.

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