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Volume 7 No. 149
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Sephora Enters Esports Market With GIRLGAMER Festival Deal

The GIRLGAMER Festival partnership marks Sephora's first foray into the esports market.

The upcoming GIRLGAMER Esports Festival partnered with Sephora, "marking the beauty retailer's debut into the industry," according to Jordan Fragen of THE ESPORTS OBSERVER. This is the second iteration of the GIRLGAMER Esports Festival. It will be hosted in Lisbon from July 20-22. The first was held in Sept. '17 in Macau. The event is organized by Grow uP eSports and has "brought on several additional partners," including Kaisun Energy Group, sports content licensing agency Metta Sport, the Portuguese Institute of Sport & Youth and the Portugal-China Chamber of Commerce & Industry. Sephora "may not seem like a natural sponsor for esports at first glance." Esports have been an "attractive avenue" for marketers to reach young men, not Sephora’s target demographic of young women. However, GIRLGAMER Esports Festival’s mission to celebrate and promote women’s esports competitiveness "makes the event a logical fit for the beauty brand." Sephora Marketing Dir Paula Rocha said, "We believe that, just as in the beauty market, gaming is no longer represented nor limited by genders." The partnership marks the second entry into esports by Sephora's parent company, French luxury brand LVMH (THE ESPORTS OBSERVER, 6/11).

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