Multinational organisation Gen.G has entered a partnership with Benefit Cosmetics to produce a series highlighting female esports players and streamers.
The campaign will highlight the players through their daily lives as players and influencers, and highlight their respective beauty routines along the way.
The videos will be hosted by influencer Eleanor “Snitchery” Barnes, who is best known for her makeup and cosplay content. In each episode, she will discuss the online life of each spotlighted subject along with the challenges of being a visible woman on the internet. Barnes will also create a unique makeup look for each woman, dubbed the “Game Face.” The videos will be posted to Benefit’s YouTube channel.
Lisa Li, Director of Global Digital Marketing for Benefit Cosmetics commented in a release: “After serving women for more than 40 years in the beauty business, we at Benefit know how empowering makeup can be when women use it as a tool for expression, creativity, and self love. Women make up almost half of the audience watching and playing games. We are so excited to share these episodes with both the gaming and beauty communities through this work with Gen.G and these women who are leading the industry forward. To us, putting on your ‘Game Face’ means getting ready to own your day.”
Kristen “KittyPlays” Valnicek, a streamer and Gen.G’s Head of New Gaming Initiatives, will star in the first episode. The following episodes will include streamers Gina Darling, Nicki Taylor, and Jayden Diaz.
Gen.G has made women’s esports and streaming a large focus, hiring Valnicek and establishing an all-women Fortnite squad in late 2018. The organisation has since added women’s social networking app Bumble as a presenting sponsor for the Fortnite team.
Gina Chung, Vice President of Brand, Activation & Apparel at Gen.G added: “We want all players to feel like they belong in the gaming community regardless of gender. Our vision is to create an inclusive environment for all, which is why we prioritise initiatives focused on equality and fairness. Working with Benefit is a great example of how the gaming audience is vastly growing and how esports organisations can step up to create positive communities for female gamers.”
Esports Insider says: It’s encouraging to see Gen.G continue to expand its interest in the women’s esports and streaming space, bringing in another non-endemic brand with a big content partnership like this.