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Brief Published: 3 Dec 2020

Three-Minute Trend: Why Beauty Brands Are Embracing Gaming

Covid-19's shutdown has accelerated gaming as an antidote to confinement – and therefore its status as a marketing channel. As we predicted in our A/W 20/21 Beauty Direction Cyber, our online escapades are intensifying into an obsession with virtual avatars, digi-identities and gaming landscapes.

For the beauty industry, the learnings might seem tenuous, but smart, adaptable brands with a keen digital focus are monetising this trend with exciting product collaborations and exploratory marketing-led online playscapes. Let's not forget the (very commercial) beauty filter designed to spruce up our online selves in the age of video chats and conferencing.

In this Three-Minute Trend, Stylus' senior Beauty editor Lisa Payne explores how the rise in beauty brand and gaming collaborations spells the future for gamified product development and brand engagement opportunities for an important, level-up demographic: the 46% of gaming video content viewers who are female (Newzoo, 2019).

At a time when our offline and online worlds are blurring, it's imperative that cross-category brands address how their products and services can thrive in and foster convergence across both. Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now.

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