Benefit Cosmetics launched its Game Face campaign to engage and support women in virtual environments such as online gaming platforms. The beauty brand is taking to Twitch to launch its new channel. Traditionally, gaming platforms like Twitch are dominated by men. This is why the global beauty and brow brand wants to promote women's gaming through its Game Face campaign.
By connecting the beauty and gaming communities, Benefit can expand from its pilot campaign to host streams on Twitch for a full week. To do so, the cosmetic brand partnered with 20 gamers from the U.S. and around the world to expand Game Face into a global program. Gamers will showcase their go-to Game Face makeup routines and unbox special Benefit cosmetics makeup hauls during their livestreams.
Image Credit: Chain Store Age
Why This Trend Is Growing
- Virtual Influencers in Gaming
- With the growing popularity of online gaming platforms, beauty brands can leverage virtual influencers in gaming to engage with users and promote their products.
- Gamification of Beauty
- Beauty brands can create innovative campaigns that combine gaming elements to increase engagement and tap into the growing gaming community.
- Cross-industry Collaboration
- Collaboration between beauty and gaming industries can lead to new revenue streams and provide opportunities for businesses to expand their target markets.
Industries Being Reshaped
- Beauty
- Beauty brands can leverage gaming platforms to engage with a new audience and promote their products through innovative campaigns.
- Gaming
- Gaming platforms can collaborate with beauty brands to provide new content for their users and tap into the growing intersection between beauty and gaming.
- E-commerce
- The combination of beauty and gaming can create new opportunities for e-commerce businesses to provide a unique shopping experience to customers.
