Benefit Cosmetics has teamed up with Australian gaming talent and media company Click Management to bring women in the gaming content creation space into a new gaming-centered campaign.
The Game Face Campaign will enlist 24 Australian streamers to host special broadcast segments on their channels that incorporate applying “Game Face” makeup to “get ready” for their stream. Additionally, the company will host a $5K USD all-women Fortnite tournament.
According to the release, nearly 50% of Australian gamers identify as female.
Benefit Cosmetics has ramped up its engagement with esports over the last few years, partnering with the GIRLGAMER esports festival in 2019 and esports organization Gen.G earlier this year.
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