Category
Lifestyle
Assisted Choices
Trend cluster
Category
Gamer
Beauty
Beauty brands are entering partnerships with eSports tournaments and events.
5.2
Trend score
Trend
What is the Gamer Beauty trend?
Gamer Beauty: Cosmetic and skincare brands are beginning to take advantage of a market they're newer to. As a budding category, many companies have chosen to partner with eSports events for marketing purposes, however, it wasn't until recently that opportunities here were spotted by the beauty industry.
Insight
The consumer insight behind the Gamer Beauty trend
The eSports industry is experiencing a push toward inclusion as audiences grow and participating gamers become more diverse in representation. This demographic expansion entails more opportunities for different products and services that satisfy consumer interest across a variety of categories. With this growing diversity and the inherently communal elements of the eSports environment, discussions are opening up about individuals' personal experiences, therefore supercharging the message.
Trend themes
Themes within the Gamer Beauty trend
Three behaviours holding the trend together01
Inclusivity in eSports
As the eSports community grows and becomes more diverse, there is a demand for products and services that satisfy consumer interests across a range of categories, offering opportunities for brands to create inclusive campaigns and partnerships.
02
Branded Skins and In-Game Promotions
With the increase in popularity of eSports, brands are creating branded skins and other in-game promotions to target gamers, presenting an opportunity for partnerships and collaborations within the gaming and beauty industries.
03
Beauty and Gaming Collaborations
Collaborations between beauty and gaming industries, such as offering in-game skins in exchange for real skincare products, creating in-game product lines, and promoting beauty at gaming conferences, provide opportunities for disruptive innovation in both industries.
Industry implications
What the Gamer Beauty trend means for industry
Where the trend changes the playbookFor
eSports
The expanding eSports industry presents opportunities for inclusion, branded promotions, and strategic partnerships with other industries.
For
Beauty
Beauty brands are beginning to take advantage of the gaming market, partnering with eSports events for marketing purposes and creating innovative product lines designed for gamers.
For
Gaming
With the rise of eCommerce, gaming is evolving to accommodate non-binary and female players, creating opportunities for collaborations and partnerships with other industries.
Workshop question
In what way could your brand partner with a community-centric event?
Trend signals
Trend signals for Gamer Beauty
Trend score 5.2 out of 10, from popularity 75%, activity 73%, freshness 9%.
Popularity75%
Activity73%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Gamer Beauty trend
6 featured examples from Dec 6, 2019 to Dec 16, 2020CategoryMarketing
Game-Inspired Beauty Collaborations
MAC x Tencent Collection Sold Out Within the First 24 Hours
The beauty industry can explore more collaborations with the gaming industry to create unique and engaging product lines that appeal to gaming enthusiasts and crossover consumers.
CategoryFashion
Cosmetic Gaming Campaigns
Gen.G and Benefit Cosmetics' Campaign Encourages Female Gamers
Collaboration opportunities with gaming industry to create special products and marketing campaigns targeting female gamers who identify with both worlds.
CategoryMarketing
Cosmetic Brand-Backed eSports Festivals
The GirlGamer eSports Festival is Supported by Benefit
As seen with Benefit Cosmetics sponsorship of the GirlGamer eSports Festival, cosmetics brands can leverage the growing popularity of eSports to showcase their products and create…
CategoryMarketing
Inclusivity-Promoting eSports Partnerships
MAC Cosmetics Exhibited at Gaming Conference TwitchCon
The gaming industry is seeing growth in strategic partnerships with beauty and other non-industry brands, catering to esports players.
CategoryFashion
Video Game Skincare Campaigns
Apotek Hjärtat's Skin for Skin Targets Gamers on Steam
Developing in-game marketing campaigns and skincare products to target gamers and their skin protection needs.
CategoryMarketing
Hybrid Esports Partnerships
Chiefs Esports Club Joins Forces with L’Oréal Paris Men Expert in 2020
Beauty companies are expanding into the world of esports, creating partnerships and specialized products for gamers and fans.
