EDG is the Procter & Gamble-owned brand’s first ever global esports team partner. The partnership marks the newest addition to Gillette’s esports portfolio, which currently includes Intel Extreme Masters (IEM) World Championship and Spanish professional gamer Enrique “xPeke” Cedeño.
Hailed as delivering precision technology, the well-established leader of all-round male grooming provides a wide range of personal care items including shaving gels, after shaves, skin care, antiperspirants, deodorants and body wash.
Grooming and gaming
Following the partnership’s announcement, Gillette and EDG will devise a series of touchpoints to harness the success of the team and the gaming field in China to boost its male grooming industry.
“We’ve all read about the incredible growth of gaming, but it wasn’t until we partnered with xPeke and witnessed the thousands of devoted fans who packed the Spodek Arena during the IEM World Championship that we truly understood the incredible passion of the gaming community,” highlighted John Mang, Vice President, Global Gillette.
“The commitment to precision and performance under pressure displayed by professional League of Legends teams was inspiring to us and ultimately led us to partner with Gillette’s first esports team EDG, the top team in China and one that’s posed to break out on the global stage in 2017,” Mang went on to comment.
Science and education needed
Male grooming is a relatively new market in China. Due to its infancy, Euromonitor International revealed that the cosmetics hub needs to educate consumers on the benefits of new formulations and innovations.
Growth within the segment was slower than anticipated in 2016, with figures showing a 5% reduction from 2015. “Aggressive technical breakthroughs” are required, the market intelligence company stated to push beyond the current perception that male grooming products are designed to serve the basic need to clean.