Benefit champions the power of putting on your 'game face' with new Gen.G campaign

Benefit Cosmetics wants women to find their "game face."

The makeup brand has teamed up with the esports giant Gen.G to explore the link between beauty and the online gaming world, via a new campaign aimed at female gamers.

The campaign consists of a video series unveiling the beauty routines of four professional female gamers and streamers, hosted by the gamer and influencer Eleanor Barnes (@Snitchery). Featured in the lineup aare Kristen Valnicek (@KittyPlays), Gina Darling (@MissGinaDarling), Nicki Taylor (@nickitaylor) and Jayden Diaz (@Your Princess).

"Women make up almost half of the audience watching and playing games," said Lisa Li, Director Global Digital Marketing, Benefit Cosmetics, in a statement.

"We are so excited to share these episodes with both the gaming and beauty communities through this work with Gen.G and these women who are leading the industry forward. To us, putting on your 'Game Face' means getting ready to own your day."

"Working with Benefit is a great example of how the gaming audience is vastly growing and how esports organizations can step up to create positive communities for female gamers," added Gina Chung, Gen.G's VP of Brand, Activation and Apparel.

The videos will explore issues related to being a woman online, with Barnes creating a bespoke ‘game face' makeup look for each of the stars.

"I'm thrilled that Gen.G and Benefit are working together to bring a sense of belonging and community within gaming for women," said Valnicek, who boasts over 600,000 subscribers to her YouTube channel and has almost 500,000 followers on Instagram.

"There are so many amazing women in the gaming community, and I am excited that through partnerships like this, women can take the spotlight and feel confident about their gameplay."