Gen.G and Benefit Cosmetics' Campaign Encourages Female Gamers
Laura McQuarrie — January 21, 2020 — Fashion
References: benefitcosmetics & prnewswire
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
Thanks to the rise of eSports, a number of cross-industry campaigns are happening between fashion and beauty.
Image Credit: Benefit Cosmetics, Gen.G
Trend Themes
1. Female Gaming Campaigns - Opportunity for cosmetics and gaming industries to collaborate in creating campaigns and products specifically targeting female gamers.
2. Intersection of Beauty and Gaming - Opportunity for disruptive innovation in creating new product lines, technologies and marketing campaigns that cater to new audience intersection for beauty and gaming industries.
3. Personalized Makeup Looks for Gamers - Opportunity for revolutionary innovation in using AI, AR and ML to create personalized makeup looks for gamers that align with their gaming content and personalities.
Industry Implications
1. Cosmetics Industry - Collaboration opportunities with gaming industry to create special products and marketing campaigns targeting female gamers who identify with both worlds.
2. Gaming Industry - Opportunities to tap into the intersection of gaming and beauty industries by creating innovative gameplay and marketing campaigns showcasing the diversity within the gaming community.
3. Technology Industry - Opportunity to leverage AI, AR and ML to create personalized beauty products, makeup looks, and marketing campaigns specifically for the gaming community.
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