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MAC itself has been gifting product throughout the year to Twitch influencers, including to a gamer who goes by the username Seum and has 55,600 Twitch followers. Large brands, from fashion retailer Hollister to shaving brand Gillette, have dedicated marketing dollars to Twitch this year. It’s not someone sitting in their basement anymore, it’s a lifestyle and it’s a large part of a lot of global consumers’. “The gaming industry is growing, and female gamers are joining the conversation. “Consumer behavior has changed and the perception of gaming has changed,” said Diederik Koenders, MAC Cosmetics vp of global integrated communications and content. While MAC Cosmetics is the first beauty brand to exhibit at TwitchCon, it joins a number of brands across fashion and beauty that are finding opportunities to get involved with the gaming community. In addition it will host meet-and-greets for two top female gamers, Imane Anys (who goes by the username Pokimane) and Kristen Michaela (who goes by KittyPlays), both of whom will also be livestreaming games at the booth. The MAC Cosmetics booth, which will be open for all three days, will feature makeup application services and giveaways, and a makeup master class on Saturday on “Stream Ready Makeup,” by Romero Jennings, MAC Cosmetics’ director of makeup artistry. Twitch itself gets more than 15 million daily visitors who spend an average 95 minutes per day on the platform, according to Gartner L2. In prior years, it has seen more than 50,000 attendees. TwitchCon, held annually since 2015, is a three-day event hosted by the Amazon-owned livestreaming video platform Twitch. MAC will have a 20-foot-by-30-foot booth in the exhibitor hall, nestled between more conventional sponsors like energy drinks and indie video game studios.
When attendees to the annual video game convention TwitchCon arrive at the San Diego Convention Center in California on Friday, they’ll encounter an unlikely exhibitor: MAC Cosmetics.
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