Garnier enters ID's eSports arena with MPL Season 17 skincare partnership

As gaming culture increasingly intersects with lifestyle and self-expression in Southeast Asia, Garnier is stepping deeper into the eSports ecosystem through a new partnership with Mobile Legends: Bang Bang (MLBB) Professional League Indonesia.

The skincare brand has been named the official and exclusive skincare partner for MPL Indonesia Season 17, positioning its products and High-Tech Nature skincare proposition directly within one of the region’s largest gaming communities.

The partnership centres around #GarnierGameFace, a campaign platform designed to connect skincare with gaming performance, confidence, and self-expression. According to Garnier, the initiative reflects the idea that “when you look good, you feel good, and you play at your best”.

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Indonesia remains one of the biggest markets for MLBB, which Garnier said has more than 41 million monthly active users. MPL Indonesia Season 17 runs from March to June 2026, with grand playoffs set to take place from 10 to 14 June at the Jakarta International Velodrome.

As part of the collaboration, Garnier will roll out an interactive booth experience at the event, featuring gaming stations, product trials, challenges, giveaways, and co-branded merchandise designed to immerse fans into the #GarnierGameFace campaign universe.

The campaign will also extend into retail and eCommerce. Selected Garnier products sold across more than 20,000 retail outlets in Indonesia, including Indomaret and Alfamart, will carry limited-edition packaging featuring MLBB heroes Nana, Brodie, and the exclusive MPL Season 17 Karrie skin.

Consumers purchasing participating products online and offline will be able to redeem gaming-related rewards ranging from in-game diamonds and skins to exclusive merchandise through platforms such as Alfagift and Poinku.

The move reflects a broader industry shift as beauty and personal care brands increasingly target younger, digitally native audiences. Rather than focusing solely on sponsorship visibility, the partnership positions skincare as part of gamers’ daily routines and lifestyle identity.

“MPL Indonesia is where gaming connects with everyday lifestyle and self-expression for millions of players. Our community spends long hours in high-focus environments, and how they feel off-screen matters just as much as how they perform in-game,” said Martinus H. Manurung, head of Indonesia business development at MOONTON Games.

“Partnering with Garnier allows us to reflect that reality in a way that is relevant to our audience, bringing confidence and self-care into the broader MPL experience. This is how we continue to grow MPL beyond competition into something that fits naturally into our players’ daily lives.”

According to a 2026 study commissioned by Garnier, gaming habits in Indonesia increasingly reflect fluid lifestyle behaviours, with consumers using gaming as a way to move between work, social interaction, and downtime throughout the day.

Against that backdrop, Garnier is positioning its skincare products as solutions for gamers exposed to long hours indoors, blue light, heat, sweat, air conditioning, and pollution – factors the brand says can contribute to skin stress.

“Garnier’s skincare solutions are designed for real, everyday needs. From managing oil and shine to supporting fresh, healthy-looking skin, Garnier’s innovations naturally fit into the varied routines of consumers no matter where they are,” said Roger Salhab, general manager of Garnier for South Asia Pacific, Middle East, and North Africa (SAPMENA).

“As gaming continues to evolve into a key space for lifestyle and self-expression, we saw a clear opportunity to bring skincare into this environment in a way that feels relevant and meaningful. Through #GarnierGameFace, our intent is to meet gamers where they are, in a way that is seamless, culturally resonant, and supportive of how they live and play today.”

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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