Benefit Cosmetics strengthens its bond with the game with a series of 9 tournaments

Diving Brief:

  • According to a press release, Benefit Cosmetics is hosting what is said to be the beauty industry’s first women’s gaming tournament series. The nine-tournament series will take place on the brand’s gaming community site – powered by Rival – and will stream on Twitch, while promotions on Instagram, TikTok and Twitter could generate additional buzz.
  • The event begins with the Apex Legends Invitational on May 7, when gaming groups Black Girl Gamers and The GameHers will lead the Electronic Arts-sponsored competition with 48 players invited to battle in the Apex Legends video game. Tournaments later in 2022 will be open to all female-identifying amateur players in the United States
  • The tournament series builds on Benefit Cosmetics’ Game Face program that it introduced in 2020 to connect the beauty and gaming communities.

Overview of the dive:

Benefit Cosmetics’ upcoming tournament series adds another level to the brand’s gaming efforts that began two years ago. The Game Face program began as an influencer-oriented push to connect gaming and beauty through streamers sharing their “game face” looks on Twitch. It expanded into 2021 with the launch of a branded Twitch channel and content centered around creators’ pre-streaming makeup routines, followed by financial support to grow select streamer channels.

Today, Benefit Cosmetics is doubling down on its commitment to gaming with a tournament series designed to amplify emerging female streamers and draw attention to the challenges they face in the male-dominated gaming space.

“By expanding the Game Face campaign with the first-ever beauty industry tournament series for women in gaming, and offering a substantial prize pool, we are investing in the careers of those underrepresented in gaming,” Toto HaBa, senior vice president of marketing and communications at Benefit Cosmetics, said in the announcement.

Since 2020, Benefit Cosmetics has also partnered with gamers on gaming platforms Facebook and YouTube to expand its reach beyond Twitch to mainstream social channels. Elf Cosmetics took a similar approach to connecting its beauty brand to the gaming community on Twitch and TikTok. Last year, the company held a talent contest on TikTok, offering $25,000 and online exposure while reinforcing its commitment to what it calls “Gameup,” a term for the intersection of gaming and makeup.

In addition to Benefit Cosmetics’ upcoming tournament series, the beauty brand is looking to support female gamers in unique ways this year. Benefit Cosmetics has started buying subscriptions from certain Twitch streamers it has no official partnership with and letting those streamers distribute them to its subscribers for free. It’s a creative way for streamers to grow their audience, while Benefit Cosmetics can further tie its brand to the gaming space.

Although the beauty brand is primarily focused on community building with its upcoming tournament series, in-game live events provide a unique opportunity for brands. Nearly 25% of US gamers say they’ve attended an in-game event in the past year, according to Deloitte’s 2022 Digital Media Trends Report. However, millennials and men made up the largest demographic of attendees. Over 80% of consumers who attended an in-game event also made a purchase directly related to the event, brand sponsor, or individual streamer.

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