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.
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