Following its debut on Roblox in summer 2023, Fenty Beauty continues its work for the gamer community with a product collaboration with Netflix’s “Arcane.” The show, Riot Games’ first animated series, is based on the League of Legends video game. Launching on November 2nd, this collaborative collection includes new limited edition colorways of Fenty’s most popular products. It was inspired by the show’s four female leads: Jinx, Vi, Mel and Caitlin. The show’s second and final season will premiere on November 9, and will feature the voices of Hailee Steinfeld and Ella Purnell.
As part of the partnership, Fenty’s global makeup artist Priscilla Ono created the makeup worn by animated characters in this season of the Netflix show.
“This was about aligning our brand with our mission,” said Nanette Wong, vice president of global brand marketing at Fenty Beauty. “We always aim to innovate and unite communities in a global way.”
According to Wong, there are some synergies between the worlds of Fenty and Arcane. “When you think of gaming, you might have a very stereotypical image of men playing games in a man cave, but[the Arcane team’s]goal is to celebrate women in the gaming community. “League of Legends” games have a 40% female player base, she said.
“We wanted to partner with Fenty because we have a lot of similarities in wanting to engage with the communities we serve,” said Kiahna Manke, Creative Producer at Arcane. I am. First, they both prioritize inclusivity. “At Riot, we create free-to-play games for users around the world, and Fenty has launched 40 foundation shades to make our products as accessible as possible from the beginning. We place a lot of value in providing the best for our fan, viewer and player base and expanding our global community in a fun way.”
For Fenty, this collaboration is also an effort to grow in the global market. In addition to the premiere event in Los Angeles, it will be celebrated with events in Paris, China, and the Middle East. “(Riot Games) is a huge global brand,” Wong said. League of Legends has 100 million monthly active users.
In addition to the IRL event, Fenty and Ono will promote the collection on social media. Fenty Beauty has 13 million followers on Instagram and 3 million on TikTok. Ono has gained 878,000 on Instagram and 130,000 on TikTok.
Ono told Glossy that the process of creating makeup for Arcane’s animated stars is not that different from the process of creating makeup for real people. “I tried to bring out their personalities and personas that you see in the Arcane series. I learned their backstories, their emotions, what they wear, how they move, and the final “I designed their beautiful looks as a finishing touch. …It really pushed the boundaries of what’s possible with my creative thinking and makeup,” she said.
Gamers, especially female live streamers, are looking for makeup that looks bold and bright on screen, so Fenty decided to focus on color and pigment for its products. The collection includes Fenty’s Hella Chic Volume Mascara in cobalt blue, as well as a gold highlighter and a shimmering gold liquid liner.
“They always wear beautiful makeup when they live stream,” Wong said. “We wanted something that would make them feel empowered.”
In recent years, the connection between games and beauty has become more and more popular. In addition to Fenty, Elf Beauty, Maybellin, and Essence have also established a presence on Roblox.
