Free Subscription

  • Access 15 free news articles each month


Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

Game on: Benefit enters the world of Twitch

In an effort to connect the beauty and gaming communities, Benefit Cosmetics is taking its 2020 Game Face campaign to the next level with the launch of a Twitch channel for female-identifying gamers. With the tagline “Get your game face on,” gamers are encouraged to live-stream themselves using Benefit Cosmetics products to create their favourite makeup looks. Last week, Benefit Cosmetics partnered with more than 20 women gamers worldwide to host live-streams that showed their “Game Face