Dignitas, the esports vertical of New Meta Entertainment, Inc., has announced that NYX Professional Makeup has been named the organization's official beauty partner.
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The partnership will offer a behind-the-scenes look at how Dignitas' World Champion women's esports teams prepare their game day looks in advance of a competition.
Esports athletes Emmalee "Emuhleet" Garrido, Stefanie "Stefanie" Jones, Melisa "theia" Mundorff, Amanda "rain" Smith and showliana will share their favorite gaming and streaming looks using NYX Professional Makeup, showcased through their social media followings across Twitter, Instagram, YouTube, and TikTok.
Similarly, the organization's list of women's influencers which includes Celine "starsmitten," Demetra "TigerQueen" Green and Herculyse will create branded broadcasts, participate in palette swap videos with popular makeup artists and integrate product and giveaways into their engaged communities.
NYX Professional Makeup will also introduce content, experiential initiatives and events such as the Glow Up Charity activations, tournaments in various top esports titles, and live makeup tutorials focused on live streaming and content creation.
Esports hall of fame inductee Heather Garozzo, vice president of talent at Dignitas, said, "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' amazing influencers, but is a nod to all the women gamers that have long waited for a fashion and makeup brand to acknowledge their passion for gaming."
Garrido, team captain for Dignitas' all-women roster, said, "As a gaming veteran, I've always known that I and countless other women that aspire to win gaming world championships belong here, despite often being told we have no place in gaming. For a premiere cosmetics brand like NYX Professional Makeup to break barriers, come into our industry, and recognize these incredible pioneers in gaming, means everything to me, my teammates and our community. Through Dignitas' new partnership with NYX Professional Makeup, I'm honored to educate, inspire, and engage a truly deserving segment of gamers that make this industry a better space."
Yann Joffredo, global brand president of NYX Professional Makeup, said, "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."