THE WHAT? NYX Professional has been named the Official Beauty Sponsor of Dignitas, New Meta Entertainment’s esports vertical.
THE DETAILS The makeup brand will become the first cosmetics brand in the world to partner with an esports team, with the collaboration of the two companies who are teaming up for an Animal Crossing activation in November 2020.
According to a press release, “NYX Professional Makeup and Dignitas ‘extended relationship will provide a behind-the-scenes look at how Dignitas’ world champion female esports teams prepare for their matchday before 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 featured on Twitter, YouTube, Instagram and TikTok.
The collaboration will also see NYX Professional introduce a number of content and experience initiatives to “elevate one of the fastest growing player segments”.
THE WHY ? The partnership highlights the ongoing cross-sector collaboration between gaming and beauty, as well as advocating for women in the gaming world.
Yann Joffredo, Global Brand President of NYX Professional Makeup, said: “We are delighted to partner with Dignitas, who are equally passionate about advocating for inclusiveness and under-represented groups.
“This partnership allows us to push the boundaries of entertainment and games as we celebrate female players in our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to grow together.