NYX Professional Makeup is bringing awareness to anti-LGBTQIA+ bullying in the online gaming community ahead of Pride Month. The beauty brand is launching several virtual activations, making use of platforms like Twitch and Roblox. As part of its “Game Out Loud” campaign, the brand is adding on to its pre-existing space in iHeartland on Roblox by hosting “livestreamed seminars focused on education, ally messaging and inclusivity on Twitch” with gaming creators like Brian Diaz, Frederic Chen, Glitch, Lilly Teel, and Martin Corona. As part of the campaign, each creator will use makeup to represent their favorite games. NYX will also be appearing at several in-person events, with activations at WeHo Pride (which takes place June 2-4) and Twitchcon Paris (July 8-9). In 2020, we warned that brands should watch their marketing around Pride Month, as Gen Z—even more so than Millennials—have become quick to call out brands who are co-opting Pride for profit, and that continues to ring true in 2023. Plus, our upcoming special report on LGBTQ+ youth shows young people are looking for authentic and meaningful support of this community, not just rainbow merchandise in June. (Marketing Dive)
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