Elf Cosmetics Launches Limited-Edition ‘Game Up’ Collection

When it comes to makeup and skincare, it’s game on for Elf Cosmetics.

 

The beauty brand has launched a new limited-edition eight-piece collection, “Game Up” offering electric shades, high-energy scents and supercharged formulas at affordable prices. 

 

“Elf was an early adopter in beauty on Twitch,” said Patrick O’Keefe, vice president of Integrated Marketing Communications at Elf Beauty. “We want to uplift and empower all creators in the gaming world through inclusivity, positivity, and accessibility. We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.”

Game Up Eye Win Eyeliner Pot ($6): Highly-pigmented, smudge-resistant eyeliner defines the lash line and creates a bold, graphic eye. Comes in the following four bold shades: Reboot, FTW, Good Game and Lag.

 

Game Up Shield Me Setting Mist ($10): Lightweight setting spray sets makeup and locks down consumers’ “game faces” while absorbing blue light.

 

Game Up Rez-Me Awakening Face Mask ($10): Hit reset on tired skin with this creamy, dual-use mask. Infused with skin-loving ingredients like hyaluronic acid to revive and nourish skin during game play or any time of day.

 

Game Up Rez-Me Awakening Eye Cream ($10): Play all day and all night while eyes stay hydrated. The rich formula helps minimize the appearance of dark circles with its roller ball applicator infused with hyaluronic acid and peptides.

 

Game Up Ready to Play Eyeshadow Palette ($10): The eyeshadow palette comes in 10, high-pigment colors that lets consumers create endless graphic eye looks.

 

Game Up Bonus Points Lip Gloss Mask ($6): This gel formula looks like a lip gloss and works like a mask. Perfect for hydrating lips at the computer screen, it comes in four shades: Royal Peach, Blue Rush, Hidden Treasure and Next Level.

 

Game Up Gotta Nail Them All Kit ($15): Mix and match eight vibrant nail polish colors, inspired by the boldest screen graphics.

 

Game Up Extra Life Kit ($15): These beauty boosters take your look to the “next level.” The kit includes an angled eye liner brush, blending eye brush, smudge brush, face sponge, and face gems for hair, body and nails. 

 

Each Game Up product contains a secret code that can be redeemed for bonus points, gift cards and more. Play the game by joining Elf’s Beauty Squad loyalty program where members can flex their skills! Beauty Squad members who collect the entire Game Up collection and enter all the secret codes will win a surprise product reward.

 

Game Up is available exclusively on elfcosmetics.com. Game Up will be available at Target stores and Target.com on July 10 and at Shoppers Drug Mart and Shoppersdrugmart.ca on July 18.

 

On July 13, Game Up will come to life at a Los Angeles-based arcade bar. Top gamers in the area will congregate for a night of retro arcade games. Watch in real time as the event will be livestreamed across Elf’s Twitch channel, @elfYOU.

Check out a clip of the new collection below: