Category
Fashion
Code Switching
Trend cluster
Category
Gamified
Beauty
Cosmetics brands are partnering with video games to further engage consumers.
6.0
Trend score
What's Happening
What is the Gamified Beauty trend?
Gamified Beauty: Cosmetics brands are partnering with video game developers to create co-branded beauty products and in-game beauty-themed experiences. These collaborations introduce exclusive makeup collections inspired by gaming franchises, while also integrating virtual beauty options into gaming environments.
Insight
The consumer insight behind the Gamified Beauty trend
Gamers and beauty enthusiasts alike are embracing self-expression through personal style, both physically and virtually. The increasing influence of digital culture, along with the rise of customizable avatars in gaming, has fueled demand for beauty-themed collaborations. Additionally, the pressures for brands to diversify marketing strategies and connect with younger, digitally native audiences have encouraged this fusion of gaming and cosmetics even within the cosmetics industry.
Evidence
Examples of the Gamified Beauty trend
CategoryFashion
Game-Themed Beauty Kits
Charlotte Tilbury x Genshin Impact Shares Exclusive In-Game Rewards
Innovative partnerships with entertainment properties allow beauty brands to reach new audiences and personalize product offerings.
CategoryFashion
Video Game-Inspired Makeup Ranges
The Pat McGrath Labs x Candy Crush Saga Range is Limited-Edition
Incorporating gaming elements into makeup lines presents an opportunity for brands to diversify and offer limited-edition products that can foster brand loyalty.
CategoryFashion
Gamified Kindness Challenges
e.l.f. x Beekman 1802 on Roblox Kicked Off on World Kindness Day
The inclusion of skincare and beauty elements in the metaverse presents new opportunities for brands to reach younger audiences in digital environments.
CategoryMarketing
Wintry Beauty Metaverses
Essence's Kingdom of Essentia Engages Players on Roblox
Integrating makeup brands into virtual worlds on platforms like Roblox offers new ways to connect with digitally native generations.
Workshop question
How can your brand leverage digital culture and interactive environments to create engaging consumer experiences that blend traditional and virtual elements?
Trend themes
Themes within the Gamified Beauty trend
Three behaviours holding the trend together01
Virtual Couture
The fusion of fashion and gaming creates digitally immersive beauty experiences, embracing the trend of interactive brand engagement.
02
Cosmetic Crossovers
Collaborations between beauty brands and iconic game franchises highlight the merging of two popular culture domains, offering unique, themed product lines.
03
Avatar Customization Craze
The trend of personalized digital avatars in gaming is driving demand for virtual beauty products that allow users to express their unique style.
Industry implications
What the Gamified Beauty trend means for industry
Where the trend changes the playbookFor
Gaming and Esports
This industry experiences rapid growth using cross-sector collaborations that combine entertainment and lifestyle products.
For
Cosmetics and Personal Care
Innovations in this industry see beauty products expand beyond physical marketplaces into digital landscapes, facilitated by virtual collaborations.
For
Digital Marketing and Advertising
This sector is continually transformed by brand strategies that engage with younger audiences through blended realities and interactive experiences.
Trend signals
Trend signals for Gamified Beauty
Trend score 6.0 out of 10, from popularity 73%, activity 69%, freshness 38%.
Popularity73%
Activity69%
Freshness38%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
