Mac Cosmetics collaborates with Xbox to succeed in gamer and cosplay group


One of many early manufacturers to get into gaming, MAC Cosmetics is teaming up with Xbox for the primary time this Halloween.

For a brand new marketing campaign introduced as we speak, the model enlisted make-up artists to create 4 appears based mostly on characters from the Xbox video games “Halo,” “Sea of ​​Thieves” and “Psychonauts.” The marketing campaign being launched as we speak continues the Mac’s ongoing involvement within the gaming world A rising variety of magnificence manufacturers embrace it.

“The gaming group is extremely various and filled with magnificence shoppers who like to revisit actual life from their favourite video games, particularly for Halloween,” emailed Ada Moudachirou-Rebois, SVP and International CMO of MAC Cosmetics. Mentioned by means of.

“The gaming group is massively necessary, as a result of when you concentrate on gaming, fantasy, and escapism, that is all the time make-up,” stated Alicia Martinez, a regional training teacher for MAC Cosmetics. Martinez designed a search for the marketing campaign based mostly on Mila Vodello, the character from “Psychonauts”. “We’re in a spot on the planet the place escapism is one thing we’re all searching for,” she stated.

Characters from the Xbox recreation additionally embrace Sasha 9 from “Psychonauts”, who performs John T. Stapleton, MAC Cosmetics senior nationwide artist, and UK-based make-up artist Martina DeRosa, by means of the look created by Cortana from “Halo.” “Sea of ​​Thieves” Pirate Lacedee Was Created by Romero JenningsMAC Cosmetics Director of Make-up Artistry,

Jennings stated the forged appeared to cosplay at numerous occasions, similar to Comedian-Con, for inspiration.

“After we mentioned it, we have been like, ‘Let’s attempt to stage this up,'” Jennings stated. “Everyone seems to be leveling their recreation,” Jennings stated, “in terms of cosplay for favourite characters, particularly round Halloween.” “There are lots of methods to point out and current your self socially in addition to at these conventions.”

MAC Cosmetics was one of many early magnificence manufacturers to be energetic within the gaming world, sponsoring twitchcon in 2019. In 2020, the model launched a . launched Collaboration with “The Sims” For which Jennings created the appears seen within the recreation. Its involvement with gaming is worldwide, because it additionally Began a extremely profitable collaboration With Tencent Recreation “Honor of Kings” in China in each 2019 and 2020.

Stapleton stated, “I bear in mind being at TwitchCon and so many individuals got here to the MAC sales space, and truly greeted and welcomed us, saying they’re so glad we’re there.”

Moving into gaming might assist additional join with cosplay fans who used “historically theatrical make-up they could have discovered throughout Reddit,” Martinez stated. “We actually opened their eyes to not solely our line of conventional make-up, however [our] Skilled make-up, as nicely. Individuals are seeing by means of extra publicity that cosplay does not match inside a field. ,

Previous to gaming, the model additionally engaged with the cosplay group for its Star Trek assortment by attending Comedian-Con and a Star Trek conference in 2016.

“We have been coping with totally different fandoms and issues for thus lengthy,” Martinez stated.

different magnificence manufacturers energetic in gaming Current years have included Profit Cosmetics, Elf Cosmetics, Charlotte Tilbury and NYX Cosmetics. Magnificence manufacturers coming into the house have typically labored to encourage gender equality within the gaming world.

“Gaming has lengthy been a really male-dominated house, although there are a number of girls and other people outdoors the gender norm who’re taking part in and really feel actually linked to this house,” Martinez stated.

“We’re proud to companion with MAC Cosmetics to showcase the thrilling intersection of the gaming and wonder communities,” Marcos Waltenberg, Director of Xbox International Partnerships, stated by way of e mail.

Put up this marketing campaign, MAC Cosmetics plans to proceed to have interaction with the gaming world.

“We’re dipping our toes within the water,” Jennings stated. “The entire thing with gaming is that the viewers is de facto the following era of the buyer. The sky is the restrict, and there are such a lot of alternatives.”



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