essence makeup Taps into Cosplay Community with First Twitch Activation
NEW YORK, Oct. 5, 2022 /PRNewswire/ -- essence makeup, a buzzy range of affordable and fun-to-use cosmetics, is thrilled to announce its debut in the gaming space with its first activation on global streaming platform Twitch.
To further expand its digital presence and reach new audiences, essence has joined forces with leading full-service strategic marketing agency Ader and Twitch streamer and creator Emiru to host a namesake cosplay contest that will stream live on the platform on Tuesday, October 25. Designed to foster creativity and community, the contest will feature categories of different cosplays in which fans submit their photos via Reddit and are judged by Emiru and a panel of other top Twitch streamers for a chance to win $30,000 in prizes.
"At its core, essence is fun makeup for fun people, and what's more fun than cosplay?" said Jill Krakowski, Chief Marketing Officer at Cosnova, Inc. "Knowing many of our consumers are in the gaming space, we've been exploring different ways to get involved. Social media has been pivotal in growing essence and as the ultimate social platform for gamers, we feel Twitch offers an opportunity to connect with the gaming community in a way that resonates with the brand."
essence, which is widely knon for its viral Lash Princess Mascara, continues to generate significant growth, increased market share, and record-breaking sales performance at key retailers each quarter largely due to its evolving digital strategy. Building on the success essence has seen on platforms such as TikTok and Flip, gaming is a natural next step for the brand, whose audience is primarily Gen Z.
"essence's fun-spirited brand ethos is a great fit for an audience immersed in and connected through play," said Shini Reddy Wark, Chief Growth Officer, Ader. "We're excited to produce this unique and interactive experience that enables a natural and meaningful connection between essence and the gaming community. Gaming is a perfect venue for the individuality and expression that essence provokes."
To attract participants and viewers, Emiru and essence will both be engaging in a series of promotional activities leading up to the event including social posts, livestreams, and short form content.
Participants can submit entries on Emiru's Reddit community at reddit.com/r/emiru until October 23, 2022, at 11:59pm PT. Winners will be announced during the Twitch livestream on twitch.tv/emiru on October 25, 2022.
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