01.24.20
Benefit Cosmetics is partnering with "Gen G" to reach the gaming community with its new campaign.
The campaign focuses on women's empowerment -- and intends to connect the communities of beauty and gaming.
The digital partnership will include a weekly video series capturing the beauty routines and real stories of four professional female gamers and streamers on Benefit's Instagram and YouTube channels.
The five women featured for this campaign are:
Eleanor Barnes, @Snitchery (host)
Kristen Valnicek, @KittyPlays
Gina Darling, @MissGinaDarling
Nicki Taylor,@nickitaylor
Jayden Diaz, @Your Princess
Lisa Li, director, global digital marketing, Benefit Cosmetics, says, "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."
More Details
The videos offer an in-depth look at the day-to-day realities of being a female online, both in the gaming and beauty communities.
The series host is Eleanor Barnes, the influencer known as 'Snitchery.' In each episode, Barnes and the gamer guests will open up about what it's like to be a woman sharing their lives online, and teach each other more about their daily trials and triumphs.
Barnes will create a customized makeup look for each of the women based on their individuality and what makes them feel empowered, AKA: their "Game Face."
The series will take place over two weeks, with new videos highlighting a different player or streamer.
The series' first episode features one of the world's most popular players, Kristen Valnicek, known as "KittyPlays." Valnicek was named Gen.G's Head of New Gaming Initiatives in 2019.
