How do you bring a beauty brand into Final Fantasy without losing authenticity?

In this special episode recorded live at Gamescom, Paulina Besmehn, Brand Manager at Henkel, shares the story behind Henkel’s first-ever gaming activation—a bold crossover between their Schwarzkopf got2b hair color line and the iconic world of Final Fantasy.

The result? Limited edition shades inspired by in-game avatars, influencer partnerships, and a full offline/online campaign designed around self-expression and community fit.

Paulina shares how her team chose the right game, pitched the idea internally, collaborated with Square Enix, and made sure the activation respected the culture of gaming—not just the business opportunity.

Whether you’re a brand exploring new touchpoints or a game studio open to partnerships, this episode is a masterclass in meeting players where they are—with purpose, not just product.

Paulina Besmehn: https://www.linkedin.com/in/pbesmehn/

Henkel Consumer Brands: https://www.henkel-brand-hub.com/business-units/Henkel-Consumer-Brands.html

Final Fantasy XIV: https://na.finalfantasyxiv.com/

Schwarzkopf gӧt2b: https://www.schwarzkopf.com/brands/haircolor/got2b-brand.html