With e.l.f. You, e.l.f. Cosmetics is setting itself apart as the first major beauty brand to launch a branded channel on Twitch. Appealing to Gen Z, the channel is set to empower gamers and explore the intersection of gaming and makeup, or as the brand describes it, the concept of "Game-Up."
e.l.f. You will revolve around content that's live, interactive, engaging and authentic and viewers can look out for upcoming contests to show off the makeup looks they create for live streaming their gaming sessions.
The channel is officially launching this month with a live three-hour livestream hosted by gamer and special effects makeup artist Autumn Rhodes and featuring gamers LuFu and Fasffy.
Key Themes Behind This Trend
- Gamer Beauty Channels
- The intersection of gaming and beauty presents opportunities for branded channels on platforms like Twitch.
- Live, Interactive and Authentic Content
- Brands can leverage live interactive and engaging content to appeal to younger audiences on platforms like Twitch.
- Game-up Trend
- The emerging trend of 'Game-Up' presents opportunities for brands to explore the intersection between gaming and beauty.
Where This Applies
- Beauty and Cosmetics Industry
- Beauty and cosmetics brands can explore opportunities to appeal to younger audiences through branded channels and content on gaming platforms like Twitch.
- Gaming Industry
- Gaming companies can partner with beauty and cosmetics brands to create co-branded content that appeals to the growing segment of female gamers.
- Influencer Marketing Industry
- Influencers with a large following in the gaming and beauty industries can leverage their audience to promote co-branded content and channels.
