Gaming

From luxury product drops to new revenue streams and youth activism, discover the how gaming and play are becoming tools to reach the masses.

Need to Know
04 : 12 : 20

An empowering craft venture for Indian women, e.l.f teams up with a Twitch star to reach gamers and how uni changes purchasing behaviour of young Britons.

Gyaan Centre empowers Indian women via craft

The Gyaan Centre, India The Gyaan Centre, India
The Gyaan Centre, India The Gyaan Centre, India
The Gyaan Centre, India The Gyaan Centre, India

India – The Rajkumari Ratnavati Girls’ School in Rajasthan is opening to support women and girls through education – with an added dose of craft skills.

Known as the Gyaan Centre, the school runs a state-based curriculum in a bid to close the education gap for girls living below the poverty line in the Thar Desert region of Jaisalmer District. Beyond traditional schooling, however, the initiative is also working with local artisans to teach women weaving and embroidery techniques. While this element will preserve local craft, it will also stimulate the local economy through designs that can be offered and sold via the global marketplaces.

‘I realised that through an economic avenue, I could entice these communities to send their girls to school. I decided to build a girls’ school and a women’s economic development centre focused on educating girls and preserving the dying handicrafts,’ explains Michael Daube, artist and founder of Citta, the non-profit organisation behind the Gyaan Centre.

Globally, Young Nativists are reconnecting with their indigenous roots, seeking experiences, communities and education that preserve ancestral knowledge.

Westfield wishes shoppers A Very Rental Christmas

A Very Rental Christmas by Westfield London, UK A Very Rental Christmas by Westfield London, UK
A Very Rental Christmas by Westfield London, UK A Very Rental Christmas by Westfield London, UK

UK – Shopping centre Westfield London is hosting a Christmas-themed pop-up that lets people rent their holiday décor.

A Very Rental Christmas has been curated by television presenter Laura Whitmore and promotes the sustainable side of renting items at a consumption-centric time of year. Stocking products like eco-friendly potted Christmas trees, decorative lighting and seasonal tableware, the store offers click-and-collect service as well as virtual consultation with a home stylist. It also has a philanthropic facet, by donating all proceeds from rented items to Save The Children.

‘This Christmas, creating the perfect festive atmosphere at home will be more important than ever as more people celebrate at home,’ says Whitmore. 'I love the idea of renting things we only use once a year – it’s more sustainable and also means you can try out new styles of decorations each year.’

For more on the changing attitudes to furniture and homeware ownership, explore our Furniture as a Service.

e.l.f plays to gamers with Twitch collaboration

Australia and US – Cosmetics brand e.l.f is partnering with Twitch star Loserfruit, aka Lufu, on a new digital campaign targeting the gaming community.

The collaboration aims to support female gamers and explore the convergence of skincare and make-up in gaming spaces. To mark the launch of the collaboration, e.l.f presents a make-up tutorial with Loserfruit inspired by her popular Fortnite skin. Looking ahead, the beauty brand and Loserfruit will also launch e.l.f U in 2021, a 'university' that will encourage young viewers to engage with make-up and skincare.

Working with Loserfruit, with her fame across YouTube, Instagram and TikTok, allows the brand to reach a wide audience while tapping into the Twitch community. ‘Just as we jumped into the world of TikTok with original messaging and engagement with Generation Z, we are proud to be one of the first cosmetics and skincare companies to establish a unique presence on Twitch,’ explains Kory Marchisotto, chief marketing officer at e.l.f.

As we explore in Hype Beauty, brands are subverting norms around industry partnerships and looking towards cultural communities to engage with consumers in new ways.

e.l.f  in collaboration with Loserfruit (Lufu), Australia and US  e.l.f  in collaboration with Loserfruit (Lufu), Australia and US 

Stat: University students’ financial freedom sways brand choice

See You Tomorrow resale store by Nordstrom See You Tomorrow resale store by Nordstrom

Research by student marketing agency Dig-In reveals how marketing behaviours change among young Britons when they go to university.

According to the study, 81% of first-year students – also known as freshers – are willing to try new brands, compared with only 63% of university graduates. What’s more, all students are seeking real-life brand engagements, with 80% of participants saying they miss tangible brand experiences.

Highlighting how young Britons are at their most open-minded in this new life stage, the survey offers guidance for brands looking to attract this generation. The study suggests that even as students continue to bear the brunt of the pandemic, the financial freedom that university offers makes them more open to discovering new brands and in-person connections with brands.

Read more on the changing attitudes and expectations of young people via our Youth Series.

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