On the surface, Sephora may not seem like the right match for an esports event. Sponsors reach out to esports events to reach a demographic of young male viewers. On the other hand, the representation of female pro gamers is very low. The GIRLGAMER Esports Festival was a response to this problem. They believe that the world of esports should be open and inclusive. The festival is to promote women’s competitiveness in the esports scene. Therefore, this makes the festival a perfect match for the makeup brand. This sends a powerful message, especially in the wake of movements like #METOO and #TIMESUP. It will be interesting to see if this trend moves to North America.
In a press release, Sephora’s Marketing Director Paula Rocha says, “We believe that, just as in the beauty market, gaming is no longer represented nor limited by genders. As a trendsetter brand and promoter of differentiating experiences, we are pleased to partner up with GIRLGAMER!”
Although this partnership is a first for Sephora, it is not the first beauty brand to do so. Luxury beauty brand Shu Uemura partnered up with Nintendo in 2017 to create a Super Mario Bros. themed line of products for the holiday season. Sephora has followed suit by creating pop culture-themed products such as Sonic the Hedgehog and Power Rangers themed face masks by GlamGlow. In Europe, Sephora launched a Barbie-themed collection back in March 2018.
What is the GIRLGAMER Esports Festival?
The GIRLGAMER Esports Festival has only been active since 2017 and the inaugural festival was in Macau. This year, it is taking place in Lisbon, Portugal. The festival runs from July 20th to 22nd. Organized by Grow uP eSports, they have since partnered with Kaisun Energy Group and Metta Sport, a sports licensing agency. They are also partners with the Portuguese Institute of Sport and Youth and the Portugal-China Chamber of Commerce and Industry.
The festival will include an esports business conference and competitions in Counter-Strike: Global Offensive (CS:GO) and League of Legends (LoL). Some of the best teams in the world will perform. A Clash Royale tournament will also be open to the public. Tickets are available for purchase at www.girlgamer.gg. There is a giveaway offering a free pass for the whole festival to a lucky winner. The giveaway also includes travel and accommodation to Portugal from anywhere in the world.
Sephora is owned by LVMH, a French luxury brand. They own several other known beauty brands such as Dior, Louis Vuitton, Marc Jacobs and Fendi. LVMH made a previous partnership with esports through TAG Heuer back in 2017 with the Virtual Bundesliga. Hopefully, more brands turn to esports and pop culture to promote their products and give fans some great merchandise in the process.
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