# Gamer Beauty Beauty brands are entering partnerships with eSports tournaments and events. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jan 17, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/gamer-beauty ## Key Figures - Trend score: 5.2/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Dec 6, 2019 to Dec 16, 2020 - Published: Jan 17, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Gamer Beauty trend ### 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. ### 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. ### 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. ## What the Gamer Beauty trend means for industry ### For 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 for Gamer Beauty Trend score 5.2 out of 10, from popularity 75%, activity 73%, freshness 9%. - Popularity: 75% - Activity: 73% - Freshness: 9% ## Examples of the Gamer Beauty trend 6 featured examples from Dec 6, 2019 to Dec 16, 2020. - [Game-Inspired Beauty Collaborations](https://www.trendhunter.com/trends/beauty-collaboration): MAC x Tencent Collection Sold Out Within the First 24 Hours (Category: Marketing) Implication: 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. - [Cosmetic Gaming Campaigns](https://www.trendhunter.com/trends/female-gamers): Gen.G and Benefit Cosmetics' Campaign Encourages Female Gamers (Category: Fashion) Implication: Collaboration opportunities with gaming industry to create special products and marketing campaigns targeting female gamers who identify with both worlds. - [Cosmetic Brand-Backed eSports Festivals](https://www.trendhunter.com/trends/girlgamer-esports-festival): The GirlGamer eSports Festival is Supported by Benefit (Category: Marketing) Implication: 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… - [Inclusivity-Promoting eSports Partnerships](https://www.trendhunter.com/trends/gaming-conference): MAC Cosmetics Exhibited at Gaming Conference TwitchCon (Category: Marketing) Implication: The gaming industry is seeing growth in strategic partnerships with beauty and other non-industry brands, catering to esports players. - [Video Game Skincare Campaigns](https://www.trendhunter.com/trends/skin-for-skin): Apotek Hjärtat's Skin for Skin Targets Gamers on Steam (Category: Fashion) Implication: Developing in-game marketing campaigns and skincare products to target gamers and their skin protection needs. - [Hybrid Esports Partnerships](https://www.trendhunter.com/trends/esports-partnerships): Chiefs Esports Club Joins Forces with L’Oréal Paris Men Expert in 2020 (Category: Marketing) Implication: Beauty companies are expanding into the world of esports, creating partnerships and specialized products for gamers and fans. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)