E.l.f. Cosmetics just launched a Twitch channel to (once again) show their support for young female gamers. YPulse told you how brands like White Claw and Capital One are using Twitch to engage with young gamers, and E.l.f. Cosmetics is now the first beauty brand to hop on the male-dominated game streaming platform to engage with young female gamers. As part of their continued promotion of “Gameup”—where gaming meets the makeup community—E.l.f.’s new Twitch channel, E.l.f You, will launch this month with a three-hour livestream event featuring gamers, beauty influencers, and musicians. The makeup brand is also hosting a “Game Up” contest on TikTok as part of the launch: users can share videos of their game-worthy makeup routines to enter and compete for a collection of streaming gear, E.l.f. products, and the opportunity to stream with popular Twitch streamer, Loserfruit. E.l.f’s Twitch launch is another example of the beauty brand using new platforms to engage with young gamers and makeup-wearers. (Marketing Dive, Glossy)
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