Gen.G and Benefit Cosmetics Partnership Encourages Women to Put on Their Game Face

Esports organization Gen.G has partnered with California-based makeup brand Benefit Cosmetics. In an initiative to connect the female-identifying gaming community, they are hosting a series of weekly videos. This is reminiscent of a previous event in 2018, where their goal was to expand representation in the gaming world.

This campaign is due to bring excitement and togetherness in a community of female gamers. As streaming becomes even more popular, women are exploring new opportunities in gaming and esports. Furthermore, Benefit’s partnership with Gen.G can open doors for aspiring female pro gamers.

The weekly videos will cover the beauty routines of four professional female gamers and streamers. Additionally, these videos will garner attention from Benefit’s 203,000 YouTube subscribers and 10 million Instagram followers.

The four guests include:

Their web series, titled “Game Face”, comes with the slogan “where gaming & glam are virtually one.” This campaign will follow each streamer’s journey through their everyday gaming and beauty routine. The host, Eleanor Barnes, will also accompany each guest and ask them about details of their lives as gaming professionals. The first episode will kick off with Gen.G’s Head of New Gaming Initiative Kristen “KittyPlays” Valnicek.

Excited for what’s to come

In a press release, Lisa Li, Director of Global Digital Marketing at Benefit Cosmetics, goes into detail on the partnership.

“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,” she says. “I’m thrilled that Gen.G and Benefit are working together to bring a sense of belonging and community within gaming for women.”

Not their first esports rodeo

Moreover, this isn’t the first time Benefit Cosmetics has been involved with the esports world. Last year they sponsored GIRLGAMER, an annual esports festival featuring competitive games and industry leader panels. Notably, their goal is to honor women in the esports industry while empowering all female-identifying gamers.

You can view Game Face by visiting Benefit Cosmetics’ YouTube channel. Their first episode airs today, January 21.

Carly Soba
Digital artist, bunny mom, and avid League of Legends fan. I write about all sorts of things, mostly esports business deals, investments, and game coverage. I'm passionate about helping professional women succeed in the esports industry. Catch me on Twitter: @carlysoba