e.l.f. Cosmetics, the makeup and beauty brand, to launch a branded channel on Twitch, the global streaming platform with more than 140 million monthly users who are predominantly members of Gen Z.
On Sunday, 9 May at 7:30 pm EST, e.l.f. will launch the channel titled as e.l.f.you – which will feature new streams every week. Focused on the concept of “Game-Up” – the intersection of gaming and makeup – the streams will embody the inclusion, irreverence and e.l.f.isms the brand is famous for, while championing female empowerment focusing on female gamers.
“Launching a Twitch channel is another demonstration that anything is e.l.f.ing possible. 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,” says e.l.f. Beauty chief marketing officer Kory Marchisotto.
e.l.f.’s Twitch channel is the next big step in the brand’s gaming journey. In November 2020, e.l.f. announced it was teaming up with Loserfruit, or LuFu, one of the world’s top female gamers with over 10 million social media followers. Since then, LuFu and e.l.f.’s Global makeup artist, Anna Bynum, have streamed hours of content together. The response has been overwhelming with 37,000+ hours of total e.l.f. content watched on Twitch, in addition to massive social media coverage on Twitter, Instagram and TikTok.
e.l.f.’s Twitch channel kicks off with a live, three-hour livestream on 9 May and everyone is invited! Gamer and Special Effects Makeup Artist Autumn Rhodes will host and will be joined by LuFu and fellow gamer, Fasffy. Special appearances are scheduled by SOFI TUKKER, the genre-defying duo of Sophie Hawley-Weld and Tucker Halpern, DJ and Twitch sensation Julienne By, senior style editor Theresa Massony, and e.l.f.’s global makeup artist Anna Bynum.
A core focus of the event is the launch of “e.l.f. You,” a program designed to further e.l.f.’s purpose pillar of empowering others by promoting and supporting up-and-coming female gamers and their squads to embrace their bad-ass-ness. e.l.f. You looks to help shatter glass ceilings in the world of gaming, making it more inclusive for and welcoming for female gamers.
“What motivates us most about our Twitch channel is the opportunity to inspire and support female creators. Together we can empower and inspire so many,” added Marchisotto.
As part of e.l.f. You, gamers will be challenged to a “Game Up” Contest that e.l.f. will host on TikTok between 9 May and 6 June. To participate, gamers will post a video of their “Game Up” look showing how they become stream-ready with their unique makeup looks. Seven winners will be selected, and each will have the unique opportunity to turbo-charge their passion in the gaming and content creation world. Each winner will receive the equipment and support they need to fuel their passion and build their 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.
LiveCraft (a division of Podean) and eGEN esports worked with e.l.f. to catapult the brand into the gaming world. “It’s clear that Twitch and e.l.f. are meant to be,” says Travis Johnson, Global CEO of LiveCraft.
“With the launch of the e.l.f. Twitch channel, e.l.f. is ready to take its gaming and content strategy to the next level, by celebrating female gamers and connecting with consumers in an engaging and meaningful way. We have no doubt e.l.f. will be the leading cosmetics brand on Twitch and one that every cosmetics brand aspires to emulate,” eGEN co-founder Brad Timmins added.
