North American esports organisation Dignitas has announced NYX Professional Makeup as its official beauty partner.
The collaboration will see the cosmetics brand build custom product placement integrations inside Dignitas’s Verizon 5G Gaming Center in Los Angeles and its Headquarters in New York City.
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NYX Professional Makeup branding will also appear on the competitive jerseys of its Dignitas Women’s VALORANT and CS:GO teams, as well as on the jerseys of select Dignitas content creators.
Heather Garozzo, Vice President of Talent at Dignitas, spoke on the partnership in a release: “Now more than ever, gaming and esports are just as much a space for women as they are for men; this partnership with NYX Professional Makeup acknowledges that new landscape.
“We’re proud to welcome a brand that shares the same vision for inclusivity, freedom of expression, and sense of community that is shared by our professional gamers and content creators. This partnership not only celebrates Dignitas’s amazing influencers but is a nod to all the women gamers that have long waited for a fashion and make-up brand to acknowledge their passion for gaming.”
As a part of the deal, the makeup brand will also introduce content and experiential initiatives through Dignitas’s Women gamers initiative Raidiant. These events will include charity activations, esports tournaments, live make-up tutorials and production of content featuring Dignitas’s women’s esports teams using NYX products.
Moreover, Dignitas’s influencers will create branded broadcasts, participate in palette swap videos with known makeup artists and integrate NYX products and giveaways into their communities.
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Yann Joffredo, Global Brand President of NYX Professional Makeup, added: “We are thrilled to partner with Dignitas, who are equally as passionate about championing inclusivity and underrepresented groups.
“This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to evolve together.”
Furthermore, NYX Professional Makeup will support Dignitas’s upcoming all-women’s VALORANT tournament Verizon VCT Game Changers by awarding the best players of each series and rewarding all 40 players participating in the tournament’s main event with its makeup products.
Esports Insider says: The deal follows Dignitas’s and NYX Professional Makeup’s previous collaboration for an Animal Crossing New Horizon activation in September 2020, which indicates the demand for such collaborations. This move only makes sense, particularly when considering Dignitas’s investment in developing women’s esports.