E.l.f. Has A Go At Twitch Crowd, Hitching Wagon To #Loserfruit
The maker of prestige-inspired cosmetics at value prices follows its TikTok viral success by teaming with Kathleen Belsten, aka Loserfruit, the second most-followed female gamer on the Amazon-owned livestreaming platform Twitch.
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E.l.f. cosmetics climbed to No. 3 brand in US mass market cosmetics, up two slots from a year ago as it surpassed Revlon and CoverGirl. In its recent sales and earnings presentation, it announced sales in its fiscal 2023 fourth quarter jumped 78%.
Per Lisa Hau, Bidstack’s chief strategy officer, “Gaming has an audience that is undeniable. It reaches one-third of the world's population and continues to grow.” And the average gamer is not the popularly imagined anti-social teenage male, as “45% of gamers are now female, and the average age sits comfortably at 34 years old.” It’s a compelling opportunity for beauty brands, Bidstack says.
E.l.f. will launch its first TV spot during Super Bowl LVII, while FENTY Beauty has introduced a limited-edition makeup collection in anticipation of Rihanna headlining the halftime show. Veteran P&G will have a strong presence again this year, both during the game and in the lead-up on social media.