OAKLAND, Calif.–(BUSINESS WIRE)–e.l.f. Cosmetics is championing female empowerment in a new digital frontier, venturing into video gaming to reach millions of passionate Gen Zs, who are less likely to engage in mainstream media. e.l.f. is teaming up with Loserfruit (Kathleen Belsten), a superstar 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.
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 (source TwitchTracker.com). 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 established her profile playing the popular video game Fortnite, on Twitch. The Australia-based, 27-year-old has the second largest Twitch following globally for a female gamer (according to Lineups.com) and has amassed over 8M followers across Twitch, YouTube, TikTok, Instagram, and Twitter.
Lufu is passionate about using her profile to support other female gamers in the male-dominated gaming world, and together with e.l.f. she 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.
“Fans respond to Lufu’s passion and her genuine, relatable persona,” says 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.”
The Lufu and e.l.f. collaboration kicks off with a YouTube clip featuring Lufu and includes a makeup tutorial with e.l.f.’s Global Makeup Artist, Anna Bynum.
Lufu commented, “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.”
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,” says Marchisotto. “We are excited that our presence on Twitch is designed to uplift, empower, and grow a community of beauty enthusiasts.”
Lufu will also be introducing e.l.f. to her millions of fans via her social channels including Twitch @loserfruit, Instagram @loserfruit, YouTube @loserfruit, Facebook @loserfruit and TikTok @loserfruit.
About e.l.f. Cosmetics:
Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com
About the Campaign:
LiveCraft is the specialist live content division of marketplace marketing agency, Podean. LiveCraft works with brands to develop strategies around all aspects of live content creation and its distribution across social and other media platforms, with the ultimate aim of enhancing brand reputation and driving incremental client sales. Learn more by visiting www.livecraftglobal.com
About eGEN eSports
eGEN is a full-service esports agency and consultancy that exists to deliver community-focused work. eGEN finds the best talent, builds opportunities with them, and pairs them with the brands and audiences that they deserve. Learn more by visiting www.egenesports.com
Melinda Fried, e.l.f. Beauty
Business Media Inquiries:
Brittany Fraser, ICR, Inc.
Consumer Media Inquiries:
Liza Suloti, SHADOW