Marie Redding, Senior Editor05.10.21
e.l.f. Cosmetics—which recently created a burrito-inspired makeup collection with Chipotle—says it just became the first major beauty brand to launch its own branded channel on Twitch.
Take a look at twitch.tv/elfyou.The channel will feature new weekly streams with the theme "Game-Up"—makeup meets gaming, targetting female gamers.
e.l.f. held a three-hour livestream event last night at 7:30 pm EST to launch the channel. Gamer and Special Effects Makeup Artist Autumn Rhodes hosted, joined by Loserfruit aka LuFu, one of the world's top female gamers, with fellow gamer Fasffy.
e.l.f.’s Global Makeup Artist Anna Bynum made a special appearance during the launch event—along with Sofi Tukker, the genre-defying duo of Sophie Hawley-Weld and Tucker Halpern; DJ and Twitch 'star' Julienne By; and Elite Daily's senior style editor Theresa Massony.
Kory Marchisotto, chief marketing officer at e.l.f. Beauty, comments, “We are always looking to blaze new trails when it comes to connecting with our current and new fans and believe Twitch is our next frontier—it’s interactive, engaging, authentic and live.”
Last November, e.l.f. tested the waters when Bynum partnered LuFu to stream hours of content. The response was a success—with gamers watching 37,000+ hours of total e.l.f. content on Twitch.
What's Next? A TikTok Contest
Next, e.l.f. is challenging gamers to post a video of their 'Game-Up Look' on TikTok, now through June 6th.Seven winners will receive the equipment and support they need to build their online profiles —a high-spec 4K pro webcam, a professional broadcasting microphone, e.l.f. products, a stream with LuFu on e.l.f.’s Twitch channel, and the opportunity to host a stream on e.l.f.’s Twitch channel.
