Beauty brands are strengthening their ties to the esports community. Girlgamer is a women’s esports festival known for featuring live broadcasts of all-female gaming competitions, but for its August 16 event the Twitch channel is hosting a Charlotte Tilbury beauty tutorial. Charlotte Tilbury will host a beauty masterclass with professional makeup artists Kirstie Murphy and Natalie Vella, and is attracting viewers with a makeup giveaway featuring iconic products like Charlotte Tilbury’s Pillow Talk lip and eye products. More beauty brands have been aligning with gaming/esports communities as well: NYX Professional Makeup recently became the official beauty partner of esports organization Dignitas—marking the first time a global cosmetics brand has partnered with an esports team—and E.l.f. Cosmetics launched its own Twitch channel in May. YPulse research shows that 48% of young females identify as gamers, and beauty brands’ increased investment in the space is helping uplift female gamers who have long faced discrimination in the space. (Glossy)
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