Elf launches its Twitch channel with a contest – Glossy
Elf is making a name for itself as a pioneer of emerging social platforms. TikTok fans will remember his viral #eyeslipsface campaign. Now Elf is the first beauty company to launch their own branded channel on Twitch, a platform known primarily for gamers. But Twitch has become increasingly relevant for beauty brands over the past few months, and it’s hard to overstate how popular the game is.
“Wwith 79% of Americans aged 13 and over identifying as gamers and the average consumer in 2020 [spending] 1 hour and 44 minutes of play per day is much more common than most people realize, ”said a spokesperson for Twitch. Obviously, it makes sense for anyone to experience the platform. “On average, there are 30 million daily visitors to Twitch, up from 17.5 million at the start of 2020, ”they said.
Elf CMO Kory Marchisotto called Twitch the Next Frontier. “It’s interactive, engaging, authentic and alive,” she said. The brand’s channel is not, however, its first foray into the gaming world. It is already in partnership with a gaming influencer Loserfruit (real name Kathleen Belsten) in November – she has over 10 million social media followers. Since, “Loserfruit and Anna Bynum (Elf’s Global Makeup Artist), released hours of content with an overwhelming response: [There’s been] Over 37,000 hours of total Elf content viewed on Twitch, plus massive social media coverage, ”Marchisotto said. Twitch users spend hours on the platform – more than double the time per session than YouTube, more than six times per session than Facebook and four times per session than TikTok, according to Comscore.
Elf’s New Channel – Elf you – is centered on the concept of “Game-Up”, or “the intersection of play and makeup”, said Marchisotto. To launch the channel, Elf is organizing a “Game Up” contest on TikTok which will run from May 9 to June 6. To participate, contestants will post videos of their “Game Up” looks – that is, the makeup they wear to get ready to air. Ultimately, seven winners will be selected. Each will earn a collection of high-tech streaming equipment (including a professional webcam and broadcast microphone), as well as elf merchandise and the opportunity to stream with Loserfruit on Elf’s Twitch channel.
Bynum will be heavily involved in the brand’s presence on Twitch. “Beauty and play are two of my favorite passions,” she says. “I am a beauty enthusiast who loves to play. It’s rewarding to be a gamer girl, especially when you win the game … a glamorous girl, too. ‘I beat you wearing a beat makeup face! “
Bynum is an avid gamer and appreciates that Elf “supports and nurtures other female players in a male dominated industry.” It’s epic and I’m happy to be a part of this trip. Loserfruit previously told Glossy that acting and beauty share the same “flaw,” in that each is closely tied to outdated gender stereotypes.