Gamer skincare targeting underserved audiences

California – Breaking down long-standing stereotypes in the gaming industry, beauty brand elf Cosmetics has launched an eight-piece collection to bring together gaming and skincare. Dubbed Game Up, the collection challenges the notoriously male-dominated industry, helping to make space for gamers of all backgrounds.

The collection focuses on bright, bold colours, taking advantage of innovative formulas designed with screen-users in mind, allowing the brand to effectively tap into an underserved market of women gamers and beauty enthusiasts. Each item contains a secret code that can be redeemed for bonus points and gift cards, while prices are kept low to ensure they are accessible to everyone. ‘We want to uplift and empower all creators in the gaming world through inclusivity, positivity and accessibility,’ says Patrick O’Keefe, vice-president of integrated marketing communications at elf Beauty. ‘We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.’

As retailers begin to build long-term metaverse strategies to future-proof their businesses, gaming offers a tangible entry point into the space.