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Beauty brand opens channel on Twitch gaming platform

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Benefit Cosmetics is seeking to engage and support women in a virtual environment traditionally dominated by men.

The global beauty and brow brand is evolving its pilot “Game Face” campaign, developed to connect the beauty and gaming communities and promote more women in gaming, into a global program. Benefit Cosmetics initially launched Game Face in 2020 in the U.S. and Australia, partnering with women in gaming and encouraging them to get their "Game Face" on using Benefit Cosmetics' makeup.

With the success of the pilot campaign, Benefit Cosmetics is rolling out an official Twitch channel and expanding Game Face into a global program. Starting June 21, the company will host streams on Twitch for a full week, partnering with 20 gamers from the U.S. and around the world. 

The livestreams will feature gamers showing their go-to "Game Face" makeup routines as they share what playing with confidence means to them. Gamers will also unbox special Benefit Cosmetics makeup hauls and try on products for viewers. 

Video games are emerging as a mainstream channel for online consumer engagement, and even sales. In recent weeks, Kenneth Cole Productions debuted its new Kenneth Cole Pride 2021 collection in the casual mobile game “High Heels!”, and Pacsun began making branded digital clothing and fashion accessories available for purchase within the Roblox global online gaming platform. 

Starting June 21, gamers can enter for a chance to collaborate with the Game Face program and receive program perks. Benefit Cosmetics will host additional livestreams to bring visibility to the gamers' independent channels, continue gifting subscriptions to offer financial support, and sponsor makeup and merchandise giveaways to engage with streamers' fans.

"By expanding the Game Face program and our presence on Twitch, we're hoping to make deeper connections with the up-and-coming generation of gamers," said Toto HaBa, senior VP of marketing & communications at Benefit Cosmetics. "Our goal is to create a space where they can explore and combine their interests in beauty and gaming and ultimately feel empowered to get their best ‘Game Face’ on so they can play and livestream with confidence. I hope to see more beauty brands tap into the gaming industry to support and highlight underrepresented talent."

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