Global esports organization, Gen.G today announced its partnership with one of the world’s leading beauty brands, Benefit Cosmetics, to connect the communities of beauty and gaming while encouraging female gamers to find their “Game Face.” This partnership marks one of the first cross-industry campaigns between beauty and gaming, reaching more than 15 million women who get online every day to learn, be inspired, and be part of a community. This digital partnership will include a weekly video series capturing the beauty routines and real stories of four professional female gamers and streamers on Benefit’s Instagram and YouTube channels.
These videos will offer an in-depth look at the day-to-day realities of being a female online, both in the gaming and beauty communities. The series host is Eleanor Barnes, the influencer known as Snitchery who blends the worlds of beauty and gaming. In each episode, Barnes and the gamer guests will open up about what it’s like to be a woman sharing their lives online, and teach each other more about their daily trials and triumphs. Barnes will create a customized makeup look for each of the women based on their individuality and what makes them feel empowered, AKA: their “Game Face.”
“After serving women for more than 40 years in the beauty business, we at Benefit know how empowering makeup can be when women use it as a tool for expression, creativity, and self love,” said Lisa Li, Director Global Digital Marketing, Benefit Cosmetics. “Women make up almost half of the audience watching and playing games. We are so excited to share these episodes with both the gaming and beauty communities through this work with Gen.G and these women who are leading the industry forward. To us, putting on your ‘Game Face’ means getting ready to own your day.”
The series will take place over two weeks, with new videos highlighting a different player or streamer. Kicking off the series’ first episode will feature one of the world’s most popular players, Kristen Valnicek also known as “KittyPlays.” Valnicek was also named Gen.G’s Head of New Gaming Initiatives in 2019.
“I’m thrilled that Gen.G and Benefit are working together to bring a sense of belonging and community within gaming for women,” said Valnicek. “There are so many amazing women in the gaming community, and I am excited that through partnerships like this, women can take the spotlight and feel confident about their gameplay.”
“We want all players to feel like they belong in the gaming community regardless of gender,” said Gina Chung, Gen.G’s VP of Brand, Activation & Apparel . “Our vision is to create an inclusive environment for all, which is why we prioritize initiatives focused on equality and fairness. Working with Benefit is a great example of how the gaming audience is vastly growing and how esports organizations can step up to create positive communities for female gamers. ”
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