07.07.22
e.l.f. Cosmetics has launched a new limited edition 8-piece collection, Game Up, where gaming meets makeup and skincare.
With electric shades, high-energy scents and supercharged formulas, Game Up is available now exclusively on e.l.f. Cosmetics’ website. Game Up will be available at Target stores on July 10 and at Shoppers Drug Mart on July 18.
“e.l.f. was an early adopter in beauty on Twitch,” says Patrick O’Keefe, Vice President of Integrated Marketing Communications at e.l.f. Beauty. “We want to uplift and empower all creators in the gaming world through inclusivity, positivity, and accessibility. We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.”
The Collection
Gamers and beauty enthusiasts can play with bright, creative colors when they explore the new collection:
- Game Up Eye Win Eyeliner Pot--Super-pigmented, smudge-resistant eyeliner. Define a lash line or create a bold, graphic eye with these creamy, vibrant eyeliners that are packed with pigment. Four bold shades: Reboot, FTW, Good Game and Lag.
- Game Up Shield Me Setting Mist-- Lightweight setting spray sets makeup. Mist helps absorb blue light.
- Game Up Rez-Me Awakening Face Mask--A creamy, dual-use mask that’s infused with skin-loving ingredients like hyaluronic acid to revive and nourish skin.
- Game Up Rez-Me Awakening Eye Cream--An eye cream that helps minimize the appearance of dark circles. This rich formula with its roller ball applicator is infused with hyaluronic acid and peptides to awaken the under-eye area.
- Game Up Ready to Play Eyeshadow Palette--An eyeshadow palette in 10 high-pigment colors, which lets you create endless graphic eye looks.
- Game Up Bonus Points Lip Gloss Mask--This gel formula looks like a lip gloss and works like a mask. It’s perfect for hydrating lips. Four shades: Royal Peach, Blue Rush, Hidden Treasure and Next Level combine hyaluronic acid for a rush of hydration with a sheer tint of color.
- Game Up Gotta Nail Them All Kit--Mix and match these eight vibrant nail polish colors, inspired by the boldest screen graphics.
- Game Up Extra Life Kit--The kit includes an angled eye liner brush, blending eye brush, smudge brush, face sponge, and face gems for hair, body and nails.
Each Game Up product contains a secret code that can be redeemed for bonus points, gift cards and more.
Play the game by joining e.l.f.’s Beauty Squad loyalty program where members can flex their skills. Beauty Squad members who collect the entire Game Up collection and enter all the secret codes will win a surprise product reward.