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Looks to build connections with Gen Z audiences across multiple social platforms.
November 23, 2020
By: Happi Staff
In order to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media, e.l.f. Cosmetics is teaming up with Loserfruit (Kathleen Belsten), a superstar gamer and creator who found fame on Twitch and has also built a strong following across multiple social platforms including YouTube, Instagram, and TikTok. Loserfruit (Lufu) will provide her audience – both females and males – with engaging, platform-native content that integrates her favorite cosmetic and skincare products from e.l.f. “Fans respond to Lufu’s passion and her genuine, relatable persona,” said Kory Marchisotto, chief marketing officer at e.l.f. Beauty. “We believe this makes her an ideal partner for e.l.f.’s mission of providing inclusive, positive, and energetic beauty to our global beauty-verse.” Targeting Platforms that Gen Z Use More than 6.1 million individuals, disproportionately Gen Z, log onto the Twitch platform daily, watching live content, and engaging with their favorite creators. In all, they consume an incredible 1.7 billion hours of live content per month. In a recent online social survey conducted by e.l.f. Cosmetics, over 70% of e.l.f. fans responded that they play video games, and 65% like to watch gamers play on platforms like Twitch and YouTube. Lufu has the second largest Twitch following globally for a female gamer and has amassed over 8M followers across Twitch, YouTube, TikTok, Instagram and Twitter. The Australia-based, 27-year-old established her profile playing the popular video game Fortnite, on Twitch. The collaboration looks to build connections with new audiences in an authentic way. “Just as we jumped into the world of TikTok with original messaging and engagement with Gen Z, we are proud to be one of the first cosmetic and skincare companies to establish a unique presence on Twitch,” remarked Marchisotto. “We are excited that our presence on Twitch is designed to uplift, empower, and grow a community of beauty enthusiasts.” New Initiatives Together with e.l.f., Lufu will be unveiling e.l.f. U (University) in early 2021. This initiative will be centered on e.l.f.’s purpose pillar of Empowering Others. In addition to connecting with her female fans, she will also use her platform to introduce e.l.f. products to her male fans who may have not previously considered skincare and cosmetics. The Lufu and e.l.f. collaboration kicks off with a YouTube clip (see above) featuring Lufu and includes a makeup tutorial with e.l.f.’s Global Makeup Artist, Anna Bynum. “I’m really excited to team up with e.l.f., a brand that reinforces the key values that I look for – being for every eye, lip and face, cruelty-free and vegan. Together we are creating amazing content that I know will be a fan-favorite – for both male and female gamers,” Lufu commented.
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