Benefit Cosmetics is evolving its pilot “Game Face” campaign, developed to connect the beauty and gaming communities, into a global program on a Twitch channel. The brand initially
launched the program in 2020 in the U.S. and Australia, partnering with women in gaming and encouraging them to get their "Game Face" on using Benefit Cosmetics' makeup. The company is partnering with
20 gamers from around the world for livestreams on Twitch June 21-28.
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