THE WHAT? e.l.f. Cosmetics has teamed up with female gamer Loserfruit (Lufu) in a bid to appeal to a Gen Z audience through her social media channels.
THE DETAILS Looking to ‘reach millions of passionate Gen Zs, who are less likely to engage in mainstream media’, Lufu will provide her audience on her channels such as Twitch, YouTube, Instagram and TikTok with platform-native content that integrates her favorite cosmetic and skincare products from e.l.f.
A recent survey from TwitchTracker found that more than 6.1 million individuals, mainly Gen Z, log onto the Twitch platform daily, watching live content, and engaging with their favorite creators. In total they consume 1.7 billion hours of live content per month.
According to a press release, “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.”
The collaboration has started with a YouTube clip featuring Lufu and includes a makeup tutorial with e.l.f.’s Global Makeup Artist, Anna Bynum.
THE WHY? The company is said to be looking to the partnership in a bid to connect to Gen Z audience in an ‘authentic’ way.
Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, said, “Fans respond to Lufu’s passion and her genuine, relatable persona. 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.”