Cosmetic Gaming Campaigns

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 will share videos on a weekly basis that share the stories of four professional female gamers, as well as their beauty routines. The series hosted by Eleanor Barnes—also known as Snitchery—offers a look at being a part of both the beauty and gaming communities online, and Barnes will be creating custom makeup looks for each of the participating women based on what makes them feel the most empowered. In the first episode, fans can look forward to seeing Kristen Valnicek, or KittyPlays, who was named Gen.G's Head of New Gaming Initiatives in 2019.

Thanks to the rise of eSports, a number of cross-industry campaigns are happening between fashion and beauty.

Image Credit: Benefit Cosmetics, Gen.G