Christine Esposito, Managing Editor05.07.21
This Sunday, E.L.F. Beauty will launch a new channel on Twitch, which will feature new streams every week. The streams will embody what the brand describes as inclusion, irreverence and “e.l.f.isms” while also championing female empowerment with a focus on female gamers.
“Launching a Twitch channel is another demonstration that anything is e.l.f.ing possible,” Kory Marchisotto, CMO at e.l.f. Beauty, said in a statement. “We are always looking to blaze new trails when it comes to connecting with our current and new fans and believe Twitch is our next frontier—it’s interactive, engaging, authentic and live.”
The new Twitch channel is another step in the brand’s gaming journey. In November 2020, e.l.f. announced it was teaming up with Loserfruit, or LuFu, a top female gamer with more 10 million social media followers. Since then, LuFu and e.l.f.’s Global Makeup Artist Anna Bynum have streamed hours of content together. The response has been overwhelming, according to the brand, with 37,000-plus hours of total e.l.f. content watched on Twitch, in addition to social media coverage on Twitter, Instagram and TikTok.
For its Twitch debut, the beauty brand has planned a three-hour livestream with a range of personalities and makeup experts.
A core focus of the event is the launch of “e.l.f. You,” a program designed to further e.l.f.’s purpose pillar of empowering others by promoting and supporting up-and-coming female gamers and their squads to embrace their bad-ass-ness. e.l.f. You looks to help shatter glass ceilings in the world of gaming, making it more inclusive for and welcoming for female gamers.
“What motivates us most about our Twitch channel is the opportunity to inspire and support female creators. Together we can empower and inspire so many,” added Marchisotto.
In addition, gamers will be challenged to a “Game Up” contest that e.l.f. will host on TikTok between May 9 and June 6.
“Launching a Twitch channel is another demonstration that anything is e.l.f.ing possible,” Kory Marchisotto, CMO at e.l.f. Beauty, said in a statement. “We are always looking to blaze new trails when it comes to connecting with our current and new fans and believe Twitch is our next frontier—it’s interactive, engaging, authentic and live.”
The new Twitch channel is another step in the brand’s gaming journey. In November 2020, e.l.f. announced it was teaming up with Loserfruit, or LuFu, a top female gamer with more 10 million social media followers. Since then, LuFu and e.l.f.’s Global Makeup Artist Anna Bynum have streamed hours of content together. The response has been overwhelming, according to the brand, with 37,000-plus hours of total e.l.f. content watched on Twitch, in addition to social media coverage on Twitter, Instagram and TikTok.
For its Twitch debut, the beauty brand has planned a three-hour livestream with a range of personalities and makeup experts.
A core focus of the event is the launch of “e.l.f. You,” a program designed to further e.l.f.’s purpose pillar of empowering others by promoting and supporting up-and-coming female gamers and their squads to embrace their bad-ass-ness. e.l.f. You looks to help shatter glass ceilings in the world of gaming, making it more inclusive for and welcoming for female gamers.
“What motivates us most about our Twitch channel is the opportunity to inspire and support female creators. Together we can empower and inspire so many,” added Marchisotto.
In addition, gamers will be challenged to a “Game Up” contest that e.l.f. will host on TikTok between May 9 and June 6.