The L’Oréal-owned brand is seeing a “clear shift” where men are moving beyond basic grooming and becoming more invested in overall skin health.
“Today’s male consumers are more informed, intentional, and open to exploring skin care routines that deliver visible results. They are also seeking products that are quick, effective, and tailored to their specific lifestyles.
“At Garnier, we’re responding to this by innovating with purpose — formulating products that address real concerns, such as oil control, acne, and dullness. These needs are especially pronounced among younger consumers who are constantly exposed to screen time, environmental stressors, and high-paced digital lifestyles,” Roger Salhab, General Manager of Garnier in South Asia Pacific, Middle East, North Africa (SAPMENA), told us.
He cited Garnier Men AcnoFight Anti-Acne Scrub in Foam cleanser as an example, saying that it is designed to fight 99.9% of acne-causing bacteria and instantly refresh tired skin, which is suited for men who are always on the go or under high screen-time stress.
At the same time, the brand is capitalising on the growing e-sports and gaming sector to target male consumers.
“Asia has over 1.5bn mobile gamers, and about 60% are men. Gaming is now part of their lifestyle. We saw the importance of skin care as a pre-game ritual — something that boosts focus, confidence, and performance. That’s the thinking behind our #GarnierGAMEFACE campaign.”
Garnier was the official and exclusive skin care partner of the inaugural EA SPORTS FC Mobile Festival Bangkok 2025 held on June 14 and 15.
“Integrating into the gaming culture in a way feels like a natural step forward. We collaborated with over 60 regional content creators, from Thailand to the Middle East, to demonstrate how skin care can be simple, effective and empowering, and are an essential part of gamers’ daily rituals — preparing their skin and boosting their confidence for every challenge, both online and in real life.”
Meeting gamer-specific needs
Garnier has identified some of its products that address gamer-specific concerns like screen fatigue, late nights, and oily skin.
These include Garnier Bright Complete Serum Cleanser, a vitamin C-powered cleanser that removes dirt, pollution, and oil after long hours of gameplay; and Garnier Bright Complete Vitamin C Booster Serum, a brightening product that claims to revitalise skin and fade dark spots caused by stress and fatigue.
Other highlight products are Garnier Bright Complete Vitamin C Water Gel, a lightweight moisturiser that lasts up to 48 hours, keeping skin hydrated even during intense gaming marathons; and Garnier Super UV Cooling Watergel Sunscreen, said to be ideal for daily wear and both indoors and outdoors, offering sun protection without white cast or stickiness.
“These products are designed to be fast-absorbing, high-impact, and easy to integrate into any gamer’s routine — whether they are new to skin care or already invested.”
As gamers are greatly exposed to blue light from computer screens, Garnier is researching natural ingredients that can counteract oxidative stress caused by digital exposure.
“Blue light exposure can accelerate skin ageing and pigmentation, especially with extended screen time. [Combatting negative effects of blue light] is part of the brand’s innovation roadmap.
“In the meantime, our existing portfolio already offers strong protective and reparative functions. For instance, the Garnier Tri-Acid Renew Serum — with 10% gentle peeling acids and 5% niacinamide — is designed to renew and repair the skin barrier after prolonged stress and fatigue. It’s safe for daily use and ideal for sensitive skin, which is common among gamers who experience dryness or irritation due to screen time and air-conditioning.”
Male representation
At the gaming event in Bangkok, Garner hosted a Game Face Starter Pack activation zone, where fans could explore and experience the brand’s products.
“The idea came from the popular meme trend of ‘starter packs’, but we took it further by making it a life-sized immersive set design built for gamers — complete with curated props like gaming headsets, football gear, and, of course, Garnier products for visitors to show their best ‘game face’.
“It was about celebrating the intersection of gaming and self-care. We wanted skin care to feel accessible, cool, and empowering — not intimidating. Visitors could try out our hero products, such as AcnoFight Foam, Vitamin C Booster Serum, and Cooling Watergel Sunscreen, and walk away feeling like they were powered up for the next match,” Salhab said.
Due to the “overwhelmingly positive” response, Garnier plans to roll out similar experiences across the region.
“It’s part of our mission to make skin care a relatable ritual for everyone, especially young male consumers who may not have seen themselves represented in traditional beauty spaces.”
Additionally, Salhab emphasised that all Garnier’s products, including formulations tailored for men, are tested on over 10,000 Asian skin types and tones to ensure maximum relevance and effectiveness.
“To offer optimal efficacy for consumers, we combine natural ingredients with cutting-edge science. Taking our Bright Complete Vitamin C Booster Serum for example, it’s a global bestseller enhanced for Asian skin needs and lifestyles, with a potent formulation containing vitamin C, activating BHA, and niacinamide — clinically proven to fade dark spots in three days.
“This is not just about looking good, it’s about confidence and feeling ready to take on the day, whether you’re heading to work or logging into a gameplay livestream. Garnier remains committed to quality and innovation, with 99% of ingredients now vegan and all formulas approved by Cruelty Free International.”