Brand Activation

Gen.G & Benefit Cosmetics Align on Game Face

Gen.G forged a partnership with beauty brands Benefit Cosmetics, in a move designed “to connect the communities of beauty and gaming while encouraging female gamers to find their Game Face.”

The deal marks one of the first cross-industry campaigns between beauty and gaming, reaching more than 15 million women and 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; and Jayden Diaz, @Your Princess.

“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,” said Lisa Li, Director Global Digital Marketing, Benefit Cosmetics. “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.”

Videos will offer an look at the day-to-day realities of being a female online, both in the gaming and beauty communities and take place over two weeks, with new videos highlighting a different player or streamer. Kicking off the series’ first episode will feature one of the world’s most popular players, Kristen Valnicek also known as “KittyPlays.” Valnicek was also named Gen.G’s Head of New Gaming Initiatives in 2019.

“I’m thrilled that Gen.G and Benefit are working together to bring a sense of belonging and community within gaming for women,” said Valnicek. “There are so many amazing women in the gaming community, and I am excited that through partnerships like this, women can take the spotlight and feel confident about their gameplay.”