North American esports organisation Dignitas has introduced NYX Professional Makeup as its official magnificence accomplice.
The collaboration will see the cosmetics model construct customized 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 may even seem on the aggressive jerseys of its Dignitas Women’s VALORANT and CS:GO groups, in addition to on the jerseys of choose Dignitas content material creators.
Heather Garozzo, Vice President of Talent at Dignitas, spoke on the partnership in a launch: “Now greater than ever, gaming and esports are simply as a lot an area for ladies as they’re for males; this partnership with NYX Professional Makeup acknowledges that new panorama.
“We’re proud to welcome a model that shares the identical imaginative and prescient for inclusivity, freedom of expression, and sense of group that’s shared by our skilled players and content material creators. This partnership not solely celebrates Dignitas’s wonderful influencers however is a nod to all the ladies players which have lengthy waited for a vogue and make-up model to acknowledge their ardour for gaming.”
As part of the deal, the make-up model may even introduce content material and experiential initiatives by way of Dignitas’s Women players initiative Raidiant. These occasions will embody charity activations, esports tournaments, dwell make-up tutorials and manufacturing of content material that includes Dignitas’s girls’s esports groups utilizing NYX merchandise.
Moreover, Dignitas’s influencers will create branded broadcasts, take part in palette swap movies with recognized make-up artists and combine NYX merchandise and giveaways into their communities.
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Yann Joffredo, Global Brand President of NYX Professional Makeup, added: “We are thrilled to accomplice with Dignitas, who’re equally as enthusiastic about championing inclusivity and underrepresented teams.
“This partnership permits us to push the boundaries inside leisure and gaming as we have fun girls players inside our international communities. We stay up for the way forward for NYX Professional Makeup and Dignitas as we proceed to evolve collectively.”
Furthermore, NYX Professional Makeup will help Dignitas’s upcoming all-women’s VALORANT match Verizon VCT Game Changers by awarding one of the best gamers of every collection and rewarding all 40 gamers collaborating within the match’s predominant occasion with its make-up merchandise.
Esports Insider says: The deal follows Dignitas’s and NYX Professional Makeup’s earlier collaboration for an Animal Crossing New Horizon activation in September 2020, which signifies the demand for such collaborations. This transfer solely is smart, notably when contemplating Dignitas’s funding in creating girls’s esports.
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