Diving summary:
Elf Cosmetics introduces a limited line of makeup and skin care products aimed at the gaming community, according to a press release. The eight-piece Game Up collection is available now on Elf’s website and will arrive at Target on July 10 and at Shoppers Drug Mart, a Canadian retailer, on July 18. Each of the items contains a hidden code that can be redeemed for rewards like points and gift cards by joining Elf’s Beauty Squad loyalty program. Elf is promoting the launch with a live event at a Los Angeles game bar on July 13 that will bring local gamers together for a retro-themed competition. The meeting will be streamed live on Elf’s Twitch channel, @elfYOU, another ingredient in the brand’s efforts to shore up a position in the rapidly diversifying gaming arena.
Diving information:
Elf, which stands for Eyes, Lips, Face, is making another play for the gaming crowd with a limited collection of products that lean into over-the-top appeal, focusing on electric shades and “high-energy” scents. Items in the Game Up line include eyeliner and eyeshadow; a setting mist; glitter masks for the face and lips; eye cream; nail polish; and a kit of brushes and other tools to apply makeup. Each one has a name such as “Bonus Points” and “Rez-Me” which refer to activities in the game and a pixelated version of the Elf mark. The boxes also feature a “cruelty-free bunny” that leaves a trail to a carrot and a code that unlocks Beauty Squad loyalty rewards.
The media strategy behind Game Up combines an in-person experience with a live streaming component that could resonate with a group that has a clear preference for channels like Twitch and YouTube. The activation of the game bar, which will bring together the best players from all over Los Angeles, could also be a means of attracting more subscribers to Elf’s own Twitch page.
While gaming is a stationary activity that naturally doesn’t lend itself to dressing up, streaming is another story. Many creators draw large audiences by detailing their makeup and skincare routines and some gaming influencers have become known for their personal style and for engaging in side-adjacent hobbies like cosplay.
Elf recognized early on that games were potentially underserved by the beauty and cosmetics category. She began working with game makers in 2020 through a partnership with streamer Kathleen Belsten, or “Loserfruit,” and has built his strategy from there. At the time, the company said that 70% of its social media followers played video games, and 65% reported that they enjoyed watching others stream gaming-related content.
In May of last year, Elf launched her Twitch channel, claiming to be the first major beauty brand to do so. The marketer introduced a larger platform called “Elf You” that aims to support female players in a largely male-dominated field as part of the launch. Around the same time, it also sponsored a series of content on TikTok inviting gamers to show off their skills.
Currently, Elf’s Twitch page only has a little over 3,000 followers, suggesting that nurturing a native audience may be more challenging, or at least a slower process, than partnering with established creators. Loserfruit, for example, is estimated to be one of the most followed gamers on Twitch with an audience of 2.8 million.
Elf joins other companies in developing products that recognize the growing prevalence of gaming and the metaverse in consumer culture, particularly among Generation Z. Coca-Cola introduced a soft drink earlier this year that was intended to know as pixels in a nod to the gaming community and virtual worlds. Zero Sugar Byte was born out of a new soft drink marketer Creations platform looking to introduce limited-edition experimental flavors on an ongoing basis. The drink was marketed with a custom island in the popular multiplayer title Fortnite.
Source: www.marketingdive.com