Sport Heroines: Boticário promotes motion to encourage girls within the aggressive world of eSports
The cosmetics brand enters the world of games headlong, aims at the insertion of women in the scenario and offers a championship with a prize of R$ 14 thousand
Beyond the world of cosmetics and beautyO Apothecary Group is investing in a market that is a little different from its segment, but on the rise in Brazil: the world of electronic sports, eSports.
With an eye mainly on the female competitive scenario, the brand launches the campaign Game Heroinesan initiative that encompasses several actions, including a women’s championship with cash prizes, to encourage the presence of women in the gaming universe.
Although the action is not the brand’s entry into the Brazilian gamer scene, this is the first initiative aimed at the female audience. And it is precisely on this front that Boticário intends to act, given the gender discrepancy present in the competitive eSports scenario.
Although women represent 51% of the entire gamer population in Brazil, according to data from the Gamer Brazil Survey (PGB), they make up only 10% of eSports championship players.
“Game Heroines is a movement that focuses on supporting and encouraging gamers to have their space in this universe. That’s our purpose. The initiative comes with actions that seek to show the strength, capacity and dedication of the women who play, and they will not stop, just like us”, says Marcela de Masi, communication director of O Boticário to EXAM.
With the motto “When a heroine grows up, millions are born. Her role inspires. Play!”, the campaign will offer a championship with a prize pool of R$ 14 thousand in cash, in addition to bringing together an exclusive channel on the Discord platform, with the purpose of connecting women to exchange experiences and conversations about the universe and career in the competitive scenario. of eSports.
Women’s tournament with cash prizes
The tournament, entitled “Taça das Implacáveis”, will be held in partnership with the Brazilian company GamersClubresponsible for holding and hosting the competition, and will be held in the game Counter Strike: Global Offensiveone of the main competitive modalities in the world of eSports, alongside games with League of Legends (LoL), Free-Fire and Valorant.
According to the director of Boticário, this first edition of the tournament is just an isolated action of a much larger movement that Boticário plans in the women’s eSports scenario.
“We want to be the biggest driver of the increase in the female presence in esports and we will do that through the articulated action that inspires through the campaign, connects through the representation of our squad of partner gamers and that drives and encourages through the championship. 100% female amateur, the first of many initiatives to come”, explains Marcela.
Registration for the championship can be made at campaign official website. Interested women can apply alone (in this case, she will be integrated with other applicants to form a team) or in a team of 5 players. Counter Strike-GO matches will take place on October 21st and 22nd and all details will be sent via email after registration.
In addition to the cash prize, the winning team will receive other prizes that aim to support the development and professionalization of its participants – ranging from the definition of a new uniform, to the construction of the visual identity and the entire rebranding of the team.
All actions focus on amateur players and teams, that is, those who are still starting their careers. It is worth mentioning that Boticário will also participate in other women’s championships held by GamersClub, which include Valorant, LoL and Wild Rift cups
Along with the tournament, and the very idea of bringing the community together on a Discord channel, the campaign also put together a promotional video, now available on Boticário’s social networks, to inspire young women who would like to follow in the world of games.
The film is a play that brings as a backdrop the history of São Paulo Natalia “Daiki” Vilela, 17 years old, now a professional Valorant player for the American team Liquid. The campaign video also features the participation of other women from the Brazilian gamer universe, such as Voltan, Paula Nobre, Letícia Motta and Maah Lopez.
“The concept we created brings a very strong cause, in the sense not only of empathy for women, but something that can transform generations, boosting the conquest of the leading role that they deserve to occupy. When a heroine is born, so is the next generation of them. And that’s what we’re looking for with our platform”, explains Bruna Pastorini, Head of Planning and Content at DRUID, the agency that created the project with O Boticário.
The symbiosis between Boticário and women gamers in Brazil
Boticário, which has already carried out campaigns with gamers before and is a sponsor of the Black Dragons eSports team, puts its foot in the gaming world once and for all with a campaign such as “Heroínas do Game”, which combines important pillars of the scenario: the own game, through the championship, and the fortification of the community around a dedicated channel, as it does through Discord.
However, the brand’s vision, at the moment, is to change women’s perception of the world of eSports and, mainly, to empower these girls to follow their wishes, generating more and more women professionals and encouraging more companies and developers to carry out and offer women’s championships.
“We want to be part of this change, encouraging female protagonism, creating spaces and opportunities with fair prizes to help bring more girls and women to the game. Our goal is to give visibility and open up more spaces for them to occupy their spaces, believe in themselves and most importantly: inspire other girls”, explains Marcela.
As a brand and company, Boticário understands that it needs to be where consumers are and, for her, the gamer community represents an important part of what Boticário sees as “consumers of the future”.
“We cannot talk about the evolution and construction of the future of our business and communication, without being connected with this public”, argues the director of O Boticário. “Today, as we already have an analytical and data-driven mindset, it is increasingly essential for us to understand the gamer audience in depth, actively listening to them in order to connect our brands with language, products and services in an assertive way. and relevant”, he concludes.