THE WHAT? NYX Professional has been named as the official beauty sponsor for Dignitas, the esports vertical of New Meta Entertainment.
THE DETAILS The make-up brand will become the first worldwide cosmetics brand to partner with an esports team, with the collaboration following from the two companies pairing up on an Animal Crossing activation back in November 2020.
According to a press release, “The extended NYX Professional Makeup and Dignitas relationship will offer a behind-the-scenes look at how Dignitas’ World Champion women’s esports teams prepare their game day looks in advance of a competition.”
Esports athletes such as Melisa ‘theia’ Mundorff and Amanda ‘rain’ Smith will share their favorite gaming and streaming looks using NYX Professional products, which will be showcased across Twitter, YouTube, Instagram and TikTok.
The collaboration will also see NYX Professional introduce a number of content and experiential initiatives to ‘elevate one of the fastest growing segments of gamers.”
THE WHY? The partnership highlights the ongoing cross-industry collaboration between gaming and beauty, as well as championing women within the gaming world.
Yann Joffredo, Global Brand President of NYX Professional Makeup, said, “We are thrilled to partner with Dignitas, who are equally as passionate about championing inclusivity and underrepresented groups.
“This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to evolve together.”