Shiseido Skin Care For Gen-Z Men; e.l.f. Cosmetics For Gamers; Summer Beauty Launches In Brief

Oakland, Calif.-based e.l.f. Beauty, Inc., which launched its own branded channel in 2020 on Amazon.com, Inc.’s live-streaming platform Twitch for gamers, is introducing a limited-edition eight-piece collection, Game Up, touted as “gaming meets makeup and skin care.” E.l.f. VP of integrated marketing communications Patrick O’Keefe states in the 7 July release, “We want to uplift and empower all creators in the gaming world through inclusivity, positivity and accessibility.” The new offerings include Game Up Eye Win Eyeliner Pot, Shield Me Setting Mist, Rez-Me Awakening Face Mask and Ready to Play Eyeshadow Palette, priced at between $6 and $15 apiece. Each product contains a secret code that can be redeemed for bonus points, gift cards and other prizes. To kick off the launch, top gamers will come together for a night of retro arcade games on 13 July at a Los Angeles arcade bar, and the event will be livestreamed on e.l.f.’s Twitch Channel. Since launching on Twitch, e.l.f. makeup artist Anna Bynum has streamed hours of content with celebrity gamer Kathleen Belsten, prompting an “overwhelming” response of 37,000+ hours of total watched content. (Also see "E.l.f. Has A Go At Twitch Crowd, Hitching Wagon To #Loserfruit" - HBW Insight, 24 November, 2020.)