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Gamer Beauty

Beauty brands are entering partnerships with eSports tournaments and events

Trend - 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 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.
Workshop Question - In what way could your brand partner with a community-centric event?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 33 Examples:
323,838 Total Clicks
Date Range:
Dec 19 — Dec 20
Trending:
Warm

Featured Examples

Game-Inspired Beauty Collaborations
Game-Inspired Beauty Collaborations
MAC x Tencent Collection Sold Out Within the First 24 Hours
When a product sells out in the first 24 hours after its release, one can come to the conclusion that there is in fact a great demand for said product in the space and that is what happened to a... MORE
Cosmetic Gaming Campaigns
Cosmetic Gaming Campaigns
Gen.G and Benefit Cosmetics' Campaign Encourages Female Gamers
Global esports organization Gen.G and Benefit Cosmetics are teaming up for a campaign that specifically targets female gamers and invites them to find their “Game Face.” The campaign... MORE
Cosmetic Brand-Backed eSports Festivals
Cosmetic Brand-Backed eSports Festivals
The GirlGamer eSports Festival is Supported by Benefit
The GirlGamer eSports Festival is a Sydney-based experience that seeks to level out the gender gap in the professional gaming community. The event is intended to motivate and empower female players... MORE
Inclusivity-Promoting eSports Partnerships
Inclusivity-Promoting eSports Partnerships
MAC Cosmetics Exhibited at Gaming Conference TwitchCon
TwitchCon is an annual gaming conference that celebrates “everything you love about Twitch” — the live streaming video platform. The marketing interest of brands in this ecosystem... MORE
Video Game Skincare Campaigns
Video Game Skincare Campaigns
Apotek Hjärtat's Skin for Skin Targets Gamers on Steam
Swedish pharmacy Apotek Hjärtat joined digital video game distribution service Steam and launched Skin for Skin, a unique campaign that gives players the chance to exchange in-game skins for real... MORE
Hybrid Esports Partnerships
Hybrid Esports Partnerships
Chiefs Esports Club Joins Forces with L’Oréal Paris Men Expert in 2020
Esports partnerships have been booming in the last few years and many of them have been in the fashion, food, and beverage industries. As beauty brand carve their ways through various campaigns that... MORE

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