L’Oréal Paris tests women’s esports with FURIA livestream

L’Oréal Paris ran a one-off collaboration with Brazilian organization FURIA on April 25, featuring FURIA’s female Counter-Strike 2 team and creator Sofia Espanha in a Twitch “girls’ night” livestream centered on the Casting Creme Gloss line.

The broadcast used an In Real Life (IRL) format hosted by Sofia Espanha. It showed professional players at FURIA’s office performing hair colour routines on camera while they played and interacted with viewers. The activation also included short-form clips shared on TikTok.

The campaign was a limited test rather than a long-term sponsorship. L’Oréal Paris used the activation to measure audience response and brand fit with Brazil’s female gamer community.

Maíra da Matta, Director of L’Oréal Paris in Brazil, linked product messaging to competitive mindset, saying, “When we talk about performance, in the game or in the product, we are talking about confidence.”

FURIA has supported female divisions since 2019. Diogo Gandra, the organisation’s head of business development, characterized the participation of a non-endemic partner like L’Oréal Paris as validation of that long-term approach and a way to broaden commercial partners for the team.

The limited activation occurred amid a period in which some women’s competitive scenes have seen reduced investment and event cancellations. Organizers and teams have been seeking new commercial partners to maintain competition and visibility.

L’Oréal Paris distributed content across Twitch and TikTok and relied on direct community engagement rather than traditional advertising spots. The one-off deal delivered short-term commercial revenue and publicity to FURIA while allowing the brand to test its appeal in women’s esports.