On October 5th, Essence Makeup announced it was launching an activation with Twitch. This collaboration aims to help Essence join the fast-growing video game space.
This partnership will see Essence team up with the Ader marketing agency and Twitch streamer Emiru to host a cosplaying competition that will be live-streamed on the platform on October 25th. This event will feature several different cosplaying categories where participants submit photos through Reddit that will be judged by Emiru alongside a panel of other content creators. This contest will have over $30,000 worth of prizes.
“At its core, essence is fun makeup for fun people, and what’s more fun than cosplay,” said Jill Krakowski, the Chief Marketing Officer at Cosnova Inc. “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.”
Those interested in participating in the competition have until October 24th at 2:59 AM EST to submit their entries via the Emiru subreddit community. Winners will be announced on Twitch the following day.