Charlotte Tilbury has made its first foray into gaming via a global partnership with Genshin Impact – the open-world role play game developed by HoYoverse.
The collaboration is a first for both parties and brings together beauty and gaming in a limited edition launch featuring two gaming-inspired co-branded beauty boxes.
The Starfell Treasure Box is aimed at travel-ready skin care and make-up, and the Starry Miracle Box is designed with on-the-go adventurers in mind.
The campaign also introduces a digital milestone for the Puig-owned brand: the in-game character Mona has been named Charlotte Tilbury’s first-ever virtual beauty muse, which the brand says “represents a fusion of digital culture, fantasy and cosmetics”.
Charlotte Tilbury, founder of the eponymous beauty brand and Chief Creative Officer, said: “I am beyond excited to reveal my very first gaming partnership with Genshin Impact.
“Together, we have united our worlds to create a collection that celebrates exploration, magic and empowerment.
“At Charlotte Tilbury, we are known for pushing boundaries and doing the unexpected, because the unexpected is where true innovation lies.
“Gaming, like make-up, is a form of artistic expression, where creativity, community, fun and freedom come together.
“I always say you can ‘make up your destiny’ – it’s a mantra for this Charlotte Tilbury and Genshin Impact partnership, because our combined purpose is to empower and inspire you all to be the most confident version of yourselves.”
The partnership reflects a growing relationship between the beauty and gaming industries, as brands increasingly look to digital platforms to engage younger, highly connected audiences.
Rihanna’s Fenty Beauty teamed up with Netflix television show Arcane last year on a gamer-inspired make-up range.
But while some beauty-gaming collaborations have been levelling up, other cosmetic companies have been struggling to break into this arena.
The Charlotte Tilbury x Genshin Impact collection will be available globally on 30 April, with further interactive activations expected to be revealed in the coming months.
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