THE WHAT? Essence Makeup has announced the launch of its first campaign in the gaming space with an activation on global streaming platform Twitch.

THE DETAILS The affordable cosmetics brand has teamed up with creator Emiru to host a namesake company contest that will stream live on the platform on October 25. Fans are being encouraged to submit their photos in different cosplay categories via Reddit for the chance to win US$30,000 in prizes.

THE WHY? Jill Krakowski, Chief Marketing Officer at Cosnova, Inc, explains, “At its core, Essence is fun make-up for fun people, and what’s more fun than cosplay? 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.”