Philips Japan has entered the esports arena by sponsoring the Japanese team SCARZ, designating the Philips S9000 rotary shaver as the official male grooming product for SCARZ’s e-motorsports division. This collaboration underscores the synergy between advanced grooming technology and high-performance gaming.
Philips Japan Enters Esports Arena with SCARZ
Facilitated by FUSE, Omnicom Media Group’s sports and entertainment division, this partnership aims to merge grooming excellence with esports. Over the next six months, FUSE will assist in creating exclusive content and experiences, including a 30-minute documentary, fan contests, and masterclass videos. This approach marks a departure from traditional advertising methods commonly used by shaver brands in Japan.
David Lister, Head of Content at FUSE APAC, emphasized the value of esports as a content creation and amplification platform. He noted that esports teams thrive on generated content, both in games and on social platforms, providing ample opportunities to narrate the Philips rotary shaving story through personalities, racing, and performance.
This collaboration between Philips Japan and SCARZ represents an innovative fusion of grooming and gaming, appealing to a younger audience seeking effective and gentle grooming solutions. By integrating the Philips S9000 shaver into the daily routines of esports athletes, the partnership aims to enhance performance and confidence, both in gaming and personal care.
